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As a high-end mixed-reality (VR and AR) headset, the Apple Vision Pro arrived as an impressive piece of kit. Apple’s hope to usher in a new era of “spatial computing” with the device has fallen flat, however, as the company has now said to cut production. This is according to reports from the Financial Times, pointing towards weak sales as the reason.

Apple first launched the Vision Pro in February 2024 in the U.S. for a whopping $3,499 – it got international launches later in the year. Then, towards the end of 2025, the tech giant released a refreshed model featuring its latest M5 chip for the same price. Despite the new and improved processor, it seems that this update failed to reinvigorate interest, and it is reported that Apple has cut marketing for the Vision Pro by more than 95%, too.

Apple Vision Pro production reportedly comes to a halt

It should be noted that Apple has not released sales numbers for the headset, though market research group International Data Corporation (IDC) estimates a figure of just 45,000 sold in Q4 2025, while reporting that Luxshare (a manufacturer for Apple based in China) stopped production of the headset as far back as the start of 2025. Furthermore, a December 2025 update from research firm Counterpoint predicts a 14% drop in annual sales for VR headsets.

Samsung released its own competitor to the Vision Pro a few months back with the Galaxy XR headset, while boasting a price tag $1,700 cheaper than Apple’s, and it didn’t take long for the device’s controllers to go out of stock.

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There have long been rumors of Apple gearing up to release a more budget-friendly version of the Vision Pro, originally predicted before the end of 2025. However, now that we’ve seen the M5 model arrive within that timeframe instead, we’re keen to see how the Vision Pro family develops, if at all, during this year.

At the minute, many popular VR headsets, such as the Meta Quest series, are still geared towards providing an immersive gaming experience. Apple went a different direction by aiming for productivity users, though it hasn’t seemed to capture a large market. The high price tag likely doesn’t help, either. Moving forward, we’re eagerly awaiting one device that is most definitely geared towards gamers – the upcoming Steam Frame VR headset from Valve, which is set to arrive in early 2026.