{"id":381110,"date":"2026-01-01T08:20:30","date_gmt":"2026-01-01T08:20:30","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/381110\/"},"modified":"2026-01-01T08:20:30","modified_gmt":"2026-01-01T08:20:30","slug":"apple-cuts-vision-pro-production-and-marketing-after-weak-sales","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/381110\/","title":{"rendered":"Apple cuts Vision Pro production and marketing after weak sales"},"content":{"rendered":"

Unlock the Editor\u2019s Digest for free<\/p>\n

Roula Khalaf, Editor of the FT, selects her favourite stories in this weekly newsletter.<\/p>\n

Apple has scaled back manufacturing and marketing efforts around its Vision Pro headset, as the $4tn tech giant suffers a rare failure to draw consumers to a new device.<\/p>\n

The company\u2019s Chinese manufacturing partner Luxshare halted production of its \u201cspatial computing\u201d device at the start of last year, according to the market research group International Data Corporation, having shipped 390,000 units in 2024 during the Vision Pro\u2019s launch.\u00a0
Apple has also reduced digital advertising spending for the headset by more than 95 per cent in the year to date in markets including the US and UK, according to market intelligence group Sensor Tower. <\/p>\n

Those moves are a sign of muted consumer demand for a device that was seen as a big test of Apple\u2019s ability to continue to innovate and find growth beyond the iPhone, which accounts for about half of total revenues.\u00a0<\/p>\n

The Silicon Valley group has not revealed sales figures for Vision Pro, which starts at $3,499. But IDC expects Apple<\/a> to ship just 45,000 new units of the Vision Pro in the last quarter of 2025 during the crucial Christmas sales period. This compares to millions of iPhones, iPads and MacBooks sold each quarter.<\/p>\n

Apple sells the device directly in 13 countries but did not expand its international rollout in 2025.<\/p>\n

\u201cWe can say the cost, form factor and the lack of VisionOS native apps are the reasons why the Vision Pro never sold broadly,\u201d said Morgan Stanley analyst Erik Woodring. <\/p>\n

\"AppleApple has not revealed sales figures for Vision Pro \u00a9 Cheng Xin\/Getty Images<\/p>\n

Critics have faulted the Vision Pro for being heavy and uncomfortable to wear for long periods of time, as well as having a relatively low battery life. <\/p>\n

In October, Apple launched an upgraded M5 version of the Vision Pro with a more powerful chip, extended battery life and a new headband design aimed at addressing some of these issues.\u00a0Apple is expected to release a cheaper, lower-specification version of the device this year. <\/p>\n

Similar devices are also failing to grab consumer interest, however. The overall market for virtual reality<\/a> headsets fell 14 per cent year on year, according to Counterpoint Research. <\/p>\n

About 80 per cent of the market is Meta\u2019s Quest headsets, which start at roughly $370 but have less technically advanced features. Meta has also substantially reduced its digital marketing spending for its virtual reality gadget over the past year.<\/p>\n

Industry analysts have said Apple has struggled to solve the dilemma of having enough apps to draw in customers for the Vision Pro, without enough users to incentivise developers to build the content.<\/p>\n

Recommended<\/p>\n

\"An<\/a><\/p>\n

Apple says there are 3,000 apps designed specifically for the Vision Pro. This is far below the tens of thousands of apps that appeared on the iPhone within a year of the App Store launching in 2008.<\/p>\n

Market intelligence group Appfigures said this number likely included some industry-specific apps. The Vision Pro has made some headway in the enterprise market, where it is used for specific purposes, such as pilot training and surgeries.<\/p>\n

Apple declined to comment.<\/p>\n","protected":false},"excerpt":{"rendered":"Unlock the Editor\u2019s Digest for free Roula Khalaf, Editor of the FT, selects her favourite stories in this…\n","protected":false},"author":2,"featured_media":381111,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[49,48,61],"class_list":["post-381110","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-ca","tag-canada","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/381110","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=381110"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/381110\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/381111"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=381110"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=381110"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=381110"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}