Apple slashes production of Vision Pro headset amid poor sales
What's the story
Apple has reportedly cut down the production of its Vision Pro headset due to disappointing sales. The tech giant also reduced marketing for the device by over 95% last year, Sensor Tower's data showed. Despite selling millions of iPhones, iPads, and laptops every quarter, analysts have noted that sales of the $3,499 Vision Pro have been sluggish.
Sales slump
Vision Pro's sales figures and production halt
Apple has not officially disclosed the sales figures for the Vision Pro headset. However, market research group International Data Corporation (IDC) estimates that only 45,000 units were sold in the last quarter of last year. IDC also reported that Luxshare, Apple's Chinese producer for the device, halted its production at the beginning of 2025.
Market reach
Vision Pro's limited market presence and future plans
Apple has also been slow to expand direct sales of the Vision Pro headset, currently available in only 13 select countries. Despite the apparent failure of this device—similar to Google's failed Glass in 2013—tech firms continue to push smart glasses. Reports suggest that Apple is working on a cheaper version of the Vision Pro for later this year, but its focus has shifted toward AI-enabled devices.
Product debut
Vision Pro's launch and user experience
When Apple launched the Vision Pro in 2023, CEO Tim Cook said it would revolutionize spatial computing by blending digital content into our surroundings. However, consumers were put off by the high price tag and reviewers criticized the device for being heavy and uncomfortable. There were also concerns when users were spotted wearing these headsets while driving.
App scarcity
Limited app availability and market impact
The limited number of apps available on the Vision Pro compared to phones and tablets has also been blamed for its lack of popularity. Morgan Stanley's tech analyst Erik Woodring said, "We can say the cost, form factor and the lack of VisionOS native apps are the reasons why the Vision Pro never sold broadly." Apple claims there are 3,000 apps available on these headsets but this is significantly small compared to the 2M apps on the iOS app store.