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Apple Scales Back Vision Pro Production and Marketing After Weak Demand

Analysts blame the $3,499 price, comfort complaints and a thin app ecosystem, with the broader VR market also contracting.

Mainstream fail: Few Apple customers have turned store demos into Vision Pro sales.
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Overview

  • Apple’s assembler Luxshare halted Vision Pro production at the start of 2025 after roughly 390,000 units shipped in 2024.
  • Sensor Tower data shows Apple reduced digital advertising for Vision Pro by more than 95% in major markets during 2025.
  • IDC estimates only about 45,000 units shipped in the 2025 holiday quarter, and Apple has not disclosed sales or commented on the reports.
  • An October M5 refresh improved performance, battery life and the headband but made little sales impact, and availability remains limited to 13 countries.
  • Apple says there are about 3,000 visionOS apps, and reporting indicates it is exploring a lower-cost headset and AI wearables as VR shipments fall 14% year over year with Meta near 80% share.