Apple Reportedly Cuts Production of Vision Pro Headset Amid Poor Sales
Apple has reportedly cut the production of its Vision Pro headset due to poor sales performance. According to Sensor Tower data cited by the Financial Times, marketing for the Vision Pro was reduced by more than 95% in 2025. The headset, which was launched in 2023 with the aim of ushering in 'spatial computing', costs at least £3,199 ($3,499).
IDC estimates that about 45,000 units of the Vision Pro were sold in the fourth quarter of last year. Additionally, Luxshare ceased production at the start of 2025, and Apple has not expanded direct sales of the device beyond 13 countries. Analysts forecast further declines in the VR headset market; Counterpoint Research projects a 14% yearly drop in VR headset sales, and Morgan Stanley highlighted factors such as the device's cost, bulky form factor, and the lack of VisionOS-native applications as key obstacles.
Apple claims there are around 3,000 apps available for the Vision Pro, though this ecosystem is significantly smaller compared to the early proliferation of apps seen during the iPhone era. Critics have noted the limited number of apps and the device's niche appeal, with some users finding the experience isolating. Furthermore, public reception has pointed out drawbacks including the Vision Pro's high price, its heaviness and discomfort, and limited practical use. Coverage has compared the Vision Pro to Google's Glass from 2013, which was also considered a commercial misstep.
Meanwhile, Meta is shifting its investments away from the metaverse towards AI glasses. Its Quest headsets, priced at around £419, are significantly cheaper and currently hold roughly 80% of the VR market.
If confirmed, the production cuts would mark a rare commercial flop for Apple. The company has not provided comments on these reports.
