This article first appeared on GuruFocus.
Apple (NASDAQ:AAPL) has scaled back manufacturing and marketing activity around its Vision Pro headset after consumer demand fell short of early expectations, according to multiple industry data points cited by the Financial Times. International Data Corporation said Apple’s Chinese manufacturing partner Luxshare halted production at the start of last year, after the company shipped about 390,000 units during the device’s 2024 launch. Sensor Tower data also showed Apple cut digital advertising spending for Vision Pro by more than 95 per cent year to date in markets including the US and UK, suggesting a reassessment of near-term commercial momentum for the product.
Apple has not disclosed Vision Pro sales figures, but IDC estimates shipments could fall to roughly 45,000 units in the final quarter of 2025, a period that typically sees Apple sell millions of iPhones, iPads, and MacBooks. The headset, which starts at $3,499, is sold directly in 13 countries and did not see any international rollout expansion in 2025. Analysts cited by the FT pointed to factors such as high cost, bulky form factor, and a limited number of VisionOS-native apps as reasons adoption has remained constrained, with Apple stating that about 3,000 apps are currently designed specifically for the device.
Industry data suggest the slowdown extends beyond Apple. Counterpoint Research reported that the overall virtual reality headset market fell 14 per cent year on year, with Meta’s Quest devices accounting for about 80 per cent of market share despite recent cuts to Meta’s own digital marketing. Apple has attempted to address some user concerns through an upgraded M5 version launched in October, featuring a more powerful chip, longer battery life, and a redesigned headband, and is expected to release a cheaper, lower-spec version this year. While Vision Pro has shown some uptake in enterprise applications such as pilot training and surgery, the softer consumer response could keep investor attention focused on how quickly Apple can translate platform ambition into sustainable demand.