Apple reduced Vision Pro production and marketing due to low sales, citing high price and limited appeal.

Due to low consumer demand and a sharp decline in shipments following a sluggish launch year, Apple has reduced production and marketing of the Vision Pro headset. Sales remained low, with only about 45,000 units anticipated for the last quarter of 2025, despite a $3,499 price tag and an October update with an M5 chip. Early in 2024, production at its Chinese manufacturer, Luxshare, stopped, and marketing spending fell by more than 95% in important markets. The main obstacles, according to analysts, are a lack of mainstream appeal, limited apps, bulky design, and high cost. Although Apple hasn't confirmed the cuts, the action indicates a move toward wearables with AI capabilities, and a less expensive Vision Pro model may be in the works.