Did the Apple Vision Pro fail? The company has reduced production and marketing
Low sales of the Vision Pro remain a concern for Apple. Consequently, Apple has reduced manufacturing and digital advertising spending for the Vision Pro. Shipments are expected to remain extremely limited until the end of 2025. High pricing and limited apps remain major challenges.
Apple's initial expectations for its expensive mixed reality headset, the Apple Vision Pro, have suffered a major setback. Weak consumer demand has led Apple to cut back on both its production and marketing.
According to industry data, neither sales momentum nor new international expansion has materialized. Investors are now watching Apple's strategy for this product going forward. The company is now investing in smart glasses like the Meta.
Major cuts in production and advertising expenses
According to a report in the Financial Times, Apple's manufacturing partner, Luxshare, halted production of the Vision Pro in early 2024. Only around 390,000 units were shipped since launch.
Sensor Tower data also shows that digital advertising spending for the Vision Pro has been cut by more than 95 percent in major markets like the US and UK. This clearly indicates that Apple has reconsidered its short-term commercial strategy for this product.
Sales figures and limited market expansion
Apple hasn't officially released sales figures for the Vision Pro, but IDC estimates that shipments could drop to around 45,000 units in the last quarter of 2025.
This figure is significantly lower than other Apple products like the iPhone and MacBook. Starting at $3,499, the headset is currently sold in only 13 countries, and no new countries are expected to launch in 2025.
High prices and fewer apps became a big challenge
Analysts believe the Vision Pro's slow growth is due to its high price, bulky design, and limited apps for VisionOS. According to Apple, currently only about 3,000 apps are specifically designed for the Vision Pro. For the general consumer, the ecosystem isn't as robust as Apple hinted at at launch.
Impact on the entire VR market
According to Counterpoint Research, the global VR headset market has declined 14 percent year-on-year. Meta's Quest devices account for nearly 80 percent of this market, although Meta has also reduced its advertising spend in recent months.
Apple launched an upgraded version of the Vision Pro with an M5 chip in October, featuring a better battery and a new headband. The company is preparing to release a cheaper, lower-spec version this year.
The Vision Pro has gained some acceptance in enterprise uses such as pilot training and surgery, but consumer demand remains a major challenge for Apple.