Apple’s Vision Pro Faces Market Struggles as Production Cuts and Marketing Pullback Signal Weak Demand
Apple's $3,499 Vision Pro headset, initially touted as a revolutionary 'spatial computing' device, has become one of the company's quietest disappointments. During the 2024 holiday season, only 45,000 units were shipped—far below expectations. Manufacturing partner Luxshare halted production in early 2025 after total shipments reached just 390,000 units in 2024, according to IDC data.
Sensor Tower reports Apple slashed digital marketing spend for Vision Pro by over 95% in key markets like the US and UK. The company has not expanded availability beyond 13 countries, with no new launches in 2025. Analysts cite the high price point, uncomfortable design, and lack of native VisionOS apps as primary hurdles. Even the upgraded M5 version released in October—featuring improved battery life and a faster chip—failed to reignite consumer interest.
