Apple (AAPL) has scaled back production and marketing of its Vision Pro headset amid muted consumer demand, the Financial Times reported, citing two market intelligence firms.
According to International Data Corporation, Apple’s (AAPL) Chinese manufacturing partner Luxshare halted Vision Pro production at the start of last year. It’d shipped 390,000 units in 2024, the year the device was launched.
IDC expects Apple (AAPL) to ship just 45,000 new units in the last quarter of 2025, which includes the busy holiday shopping season.
The tech giant also slashed digital advertising spending for Vision Pro in markets including the U.S. and U.K., according to Sensor Tower. Apple (AAPL) sells the headset directly in 13 countries, but it did not expand into other markets in 2025.
The Vision Pro, which starts at $3,499, is seen by many as too costly. Critics also said the headset is heavy, uncomfortable to wear, has a relatively low battery life, and features limited apps.
Apple (AAPL) tried to address some of these issues by launching an upgraded M5 version in October, with extended battery life and a new headband design. It is expected to roll out a cheaper, lower-specification version this year.
Virtual reality headsets have largely struggled to grab consumer interest, with the overall market for the devices shrinking 14% year-on-year, according to Counterpoint Research.
Around 80% of the market is Meta (META) Quest headsets, which start at ~$370 and have less advanced features. Even Meta scaled back its digital marketing spending for the headsets over the past year.