Apple has reportedly slashed production and marketing for its much-hyped Vision Pro virtual reality headset due to weak sales.
The tech giant was expected to sell just 45,000 new Vision Pro headsets, which sell for an eye-watering $3,499 each, during the fourth quarter of 2025, according to estimates from market research firm IDC cited by the Financial Times.
While Apple does not report detailed sales figures for the device, that number would trail far behind sales of other key hardware like iPhones and MacBooks, which sell in the millions each quarter.
Meanwhile, Apple’s China-based manufacturing partner Luxshare stopped production of new Vision Pro headsets at the start of last year due to a lack of demand.
The Vision Pro is sold in 13 countries, and Apple has opted not to expand its international rollout beyond that scope.
The Cupertino, Calif.-based company also cut its spending on digital advertising for the Vision Pro by more than 95% in key markets like the US and the United Kingdom since launch, the FT reported, citing data from research firm Sensor Tower.
The product’s struggles appeared to mark a major misfire for Apple CEO Tim Cook and his team in what was the company’s first major hardware launch in a decade.
Cook had touted the Vision Pro as the product that would usher in a new age of personal computing.
The Post has reached out to Apple for comment.
The Vision Pro immediately drew a mixed reaction from the public after its mid-2023 launch, with critics panning its steep price tag, a lack of device-specific apps, limited battery life and the weight of the headset itself.
“We can say the cost, form factor and the lack of VisionOS native apps are the reasons why the Vision Pro never sold broadly,” Morgan Stanley analyst Erik Woodring told the FT.
Meanwhile, Cook has been trying to navigate a troubled integration of artificial intelligence into Apple’s products.
The company was forced to delay AI updates to its Siri voice assistant last year due to bugs and glitches. Apple has also overhauled its leadership ranks in an attempt to right the ship.
Apple relies on the iPhone to drive the bulk of its annual revenue, which hit an all-time high of $416 billion in fiscal 2025.
Despite the AI hiccups and Vision Pro sales slump, shares rose by about 12% last year.
