According to reports, Apple has cut back on production and marketing efforts around the Vision Pro headset, and the $4 trillion tech giant has rarely been able to entice consumers to buy this new device. According to market research agency International Data, the company's Chinese manufacturer Lixun Precision discontinued production of its “spatial computing” devices at the beginning of last year, and the product shipped 390,000 units during the launch of Apple Vision Pro in 2024. According to data from market research agency Sensor Tower, Apple has also drastically cut digital advertising expenses for this headset. So far this year, advertising spending in markets such as the US and the UK has dropped by more than 95%. These moves are a sign of poor consumer demand for this device. The device is seen as a major test of Apple's ability to continue to innovate and find growth beyond the iPhone, which accounts for about half of Apple's total revenue. Apple did not disclose sales figures for the Vision Pro, which starts at $3,499. However, IDC expects that during the critical Christmas sales period, Apple will only be able to ship 45,000 new Vision Pro devices in the last quarter of 2025. And Apple sells millions of iPhones, iPads, and MacBooks every quarter. Apple directly sold the device in 13 countries and regions, but did not expand its international marketing plans in 2025. Morgan Stanley analyst Eric Woodlin said, “Arguably, the high cost, device form, and lack of native VisionOS applications are the reasons Vision Pro has failed to achieve widespread sales.” Reviewers criticized the Vision Pro headset for being too heavy, uncomfortable to wear for long periods of time, and relatively low battery life.

According to reports, Apple has cut back on production and marketing efforts around the Vision Pro headset, and the $4 trillion tech giant has rarely been able to entice consumers to buy this new device. According to market research agency International Data, the company's Chinese manufacturer Lixun Precision discontinued production of its “spatial computing” devices at the beginning of last year, and the product shipped 390,000 units during the launch of Apple Vision Pro in 2024. According to data from market research agency Sensor Tower, Apple has also drastically cut digital advertising expenses for this headset. So far this year, advertising spending in markets such as the US and the UK has dropped by more than 95%. These moves are a sign of poor consumer demand for this device. The device is seen as a major test of Apple's ability to continue to innovate and find growth beyond the iPhone, which accounts for about half of Apple's total revenue. Apple did not disclose sales figures for the Vision Pro, which starts at $3,499. However, IDC expects that during the critical Christmas sales period, Apple will only be able to ship 45,000 new Vision Pro devices in the last quarter of 2025. And Apple sells millions of iPhones, iPads, and MacBooks every quarter. Apple directly sold the device in 13 countries and regions, but did not expand its international marketing plans in 2025. Morgan Stanley analyst Eric Woodlin said, “Arguably, the high cost, device form, and lack of native VisionOS applications are the reasons Vision Pro has failed to achieve widespread sales.” Reviewers criticized the Vision Pro headset for being too heavy, uncomfortable to wear for long periods of time, and relatively low battery life.