Apple has significantly cut both production and marketing spending for Vision Pro, its first mixed reality (MR) device, marking one of the rare setbacks for the tech giant valued at around $4 trillion.
According to International Data Corporation (IDC), Apple’s Chinese manufacturing partner, Luxshare, stopped producing the device at the beginning of last year. In 2024, the year Vision Pro launched, shipments reached about 390,000 units, a modest figure by Apple’s usual standards.
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At the same time, the company reduced Vision Pro advertising spending by more than 95% since the start of this year, including in key markets such as the United States and the United Kingdom. Apple has not released official sales figures for the device, which starts at $3,499.
IDC estimates suggest shipments could drop to around 45,000 units in the final quarter of 2025, a critical period for holiday sales. By contrast, Apple typically sells millions of iPhones, iPads, and MacBooks every quarter.
Although Vision Pro is currently sold in 13 countries, Apple has not expanded its international distribution network throughout 2025. “The high price and the lack of native VisionOS applications are the main reasons Vision Pro failed to gain mass traction,” said Erik Woodring, an analyst at Morgan Stanley.
Critics have also pointed to the device’s heavy weight, discomfort during extended use, and relatively limited battery life. In an effort to address these issues, Apple released an updated Vision Pro version in October, featuring the new M5 chip, extended battery life, and a redesigned head strap. The company is also expected to launch a more affordable version with reduced specifications later this year.
Photo: OrboGraph
