It appears the Apple Vision Pro hasn’t lived up to its original hype. Reportedly, Apple has pulled back on the production of the Vision Pro amid sales struggles. The tech giant had hoped their upgraded Vision Pro would usher in a new era in “spatial computing.”
Apple is reportedly cutting down Vision Pro production after weak sales
Apple is reportedly reducing the production of Vision Pro after the upgraded headset recorded poor sales. According to the market intelligence group Sensor Tower, in figures first, Apple has also cut down on the marketing for Vision Pro by more than 95% last year (via The Financial Times).
Apple has successful products like iPhones, iPads, and laptops, which boast record-breaking sales. However, analysts claim sales of Vision Pro headsets have been unremarkable thus far. An Apple Vision Pro headset costs $3,499. Market research group International Data Corporation (IDC) predicts that the Vision Pro headset made 45,000 sales in the last quarter of last year (via The Guardian).
IDC stated that Apple’s Chinese producer, Luxshare, had halted the production of the Vision Pro set at the beginning of 2025. It appears Apple itself grew underconfident as it did not expand direct sales beyond a select 13 countries.
At the time of its launch in 2023, Tim Cook remarked, “Your surroundings become an infinite canvas. Vision Pro blends digital content into the space around us. It will introduce us to spatial computing.”
However, customers complained that the headsets were too expensive, bulky, uncomfortable, and difficult to navigate.
Despite the setback, Apple has not given up on the idea of serving its customer base with a high-quality headset. Experts are expecting Apple to release a cheaper version of Vision Pro later this year, making the headsets AI-enabled and user-friendly.
As of writing, Apple hasn’t commented on the reported sales decline of its Vision Pro headset. However, if confirmed to be true, it will be a rare failure for Apple, known for having its finger on the tech-savvy audience’s pulse.
Originally reported by Anwaya Mane on Mandatory.
