2026-01-02 12:17:26

Apple has reportedly scaled back production of the Apple Vision Pro headset after sluggish sales failed to meet expectations.

According to the Financial Times, Apple has cut Vision Pro manufacturing volumes and sharply reduced marketing spend, following weaker-than-expected demand for the $3,499 virtual reality headset.

Market intelligence firm Sensor Tower has estimated Apple slashed Vision Pro advertising by more than 95 per cent last year, while research group IDC believes Apple sold just 45,000 units in the final quarter of 2025.

The headset, assembled by Chinese manufacturer Luxshare, is said to have halted production entirely at the start of 2025, with Apple still limiting direct sales to just 13 countries.

Apple does not break out Vision Pro sales in its earnings reports and has declined to comment on the production changes.

Vision Pro launched in early 2024 as Apple’s bold entry into what CEO Tim Cook described as “spatial computing”, allowing users to interact with apps using eye and hand movements.

But its high price, limited content, and concerns around comfort have seemingly curtailed mainstream adoption.

Analysts and reviewers cited the headset’s weight, short battery life, and relatively small library of native visionOS apps as key barriers.

Morgan Stanley analyst Erik Woodring summed up the challenge, pointing to “cost, form factor, and the lack of VisionOS native apps” as reasons Vision Pro “never sold broadly”.

Apple has said there are around 3,000 apps available, a modest figure compared with the explosive growth seen on iPhone after its 2007 launch.

The slowdown has drawn comparisons with Google Glass, which struggled to find a market more than a decade ago.

Despite this, Apple is not abandoning the category entirely, as reports suggest the company is working on a cheaper Vision Pro variant, while shifting focus toward AI-powered wearables.

Meanwhile, rivals are making similar adjustments, as Meta recently confirmed it is redirecting some investment away from the metaverse toward AI glasses, even as its lower-cost Quest headsets dominate the VR market.

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