Apple cuts Vision Pro production amid disappointing sales

Thursday 01 January 2026 - 17:50

By: Dakir Madiha

Apple cuts Vision Pro production amid disappointing sales

Apple has sharply scaled back production and marketing efforts for its Vision Pro headset after sales fell far short of expectations, signaling a notable setback in the tech giant's push into spatial computing. Manufacturing partner Luxshare halted production of the original model early in 2024 after shipping roughly 390,000 units worldwide. The company also slashed its digital advertising spend by over 95 percent in 2025, according to data from market research firms International Data Corporation and Sensor Tower.

This pullback highlights the struggles of the $3,499 device, which debuted in February 2024 amid high hopes but failed to capture widespread interest. IDC now forecasts just 45,000 units shipped in the critical fourth-quarter holiday shopping period of 2025 dwarfed by the millions of iPhones, iPads, and MacBooks Apple sells each quarter.

Limited apps and comfort issues have hampered adoption. Analysts like Morgan Stanley's Erik Woodring point to the high price, cumbersome design, and scarcity of visionOS applications as key barriers to broader sales. Users have criticized the headset's weight and discomfort during extended wear, along with modest battery life, even after Apple's October 2025 upgrade featuring an M5 chip, improved battery endurance, and a redesigned headband.

Apple claims around 3,000 apps tailored for Vision Pro, a stark contrast to the tens of thousands that proliferated for the iPhone within a year of the 2008 App Store launch. Industry observers note a classic chicken-and-egg problem: too few apps to lure buyers, and too few users to incentivize developers.

The broader virtual reality market faces headwinds, with VR headset sales dropping 14 percent year-over-year. Meta's Quest models, priced near $370, command about 80 percent market share, and Meta too has cut back on VR digital marketing over the past year.

Enterprise applications offer some bright spots. The Vision Pro has gained traction in pilot training and surgical procedures, with medical facilities employing it for surgical simulations and patient data visualization during operations. Yet these niche uses have not sparked consumer uptake.

Apple persists in engaging developers and plans to roll out a more affordable, lower-spec Vision headset this year to boost appeal. The company declined to comment on the production cuts.