Apple has significantly reduced production of its Vision Pro mixed-reality headset after sales failed to live up to internal expectations, particularly during the year-end festive period. The muted response marks an early challenge for Apple’s push into what it calls “spatial computing,” an area the company had positioned as a major future growth driver.
Market data suggests Apple also pulled back heavily on
marketing efforts. According to Sensor Tower, the company slashed promotional
spending on Vision Pro by over 95% last year, signalling a clear recalibration
of priorities as consumer interest remained limited.
The slowdown stands in contrast to Apple’s core product
lines—iPhones, iPads, and Macs—which continue to ship in massive volumes every
quarter. Vision Pro, however, has struggled to break into the mainstream,
weighed down in part by its premium starting price of Rs 3,15,563 ($3,499).
Apple does not publicly report headset sales, but estimates from IDC indicate that only about 45,000 units were sold in the final quarter of last year. IDC also reports that Luxshare, Apple’s manufacturing partner in China, stopped producing the device in early 2025. Limited geographic availability has further dampened demand, with Vision Pro currently sold in just 13 markets worldwide.
Despite the underwhelming start, Apple is not expected to abandon the category altogether. The company is reportedly working on a more affordable version of the headset. At the same time, industry insiders say Apple has put plans for a next-generation VR device on hold, shifting focus toward AI-driven wearables rather than high-end virtual reality hardware.
BY: Nirosha Gupta
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