In a significant development for the tech giant's foray into spatial computing, Apple has drastically scaled back production of its Vision Pro mixed reality headset, according to a report by the Financial Times. Launched in February 2024 with much fanfare, the premium device, priced at a steep $3,499, has reportedly failed to gain substantial market traction.
Production Halted and Marketing Slashed
The report reveals that Apple's key Chinese manufacturer, Luxshare, stopped producing the Vision Pro at the beginning of 2025. Furthermore, the Cupertino-based company has not expanded the headset's direct sales beyond an initial select 13 countries. Perhaps more telling is the drastic reduction in marketing spend. Apple cut its marketing budget for the Vision Pro by over 95% last year, a clear signal of shifting priorities.
While Apple maintains its usual secrecy regarding official sales numbers, market research firm International Data Corporation (IDC) provided a stark estimate. IDC believes Apple sold only approximately 45,000 units of the Vision Pro in the crucial last quarter of 2024. This figure stands in sharp contrast to the millions of iPhones, iPads, and Macs the company routinely sells each quarter.
The Upgraded Model and Its Challenges
This news follows Apple's launch of an upgraded Vision Pro model in October 2025. The new version came equipped with the more powerful M5 chipset and ran the updated visionOS 26. Apple promoted the M5 processor for delivering a smoother, more responsive experience and enabling developers to create advanced spatial applications. A new dual knit band was also introduced for better comfort.
Despite these improvements, the core challenge remained unchanged: the starting price of $3,499. The headset is available in 256GB, 512GB, and 1TB storage options. VisionOS 26 brought features like spatial widgets and support for immersive 180-degree and 360-degree video playback, alongside integration with tools like ChatGPT.
What This Means for Apple's Spatial Ambitions
The production cuts and scaled-back marketing indicate that Apple is taking a step back to reassess its strategy for the Vision Pro. The high price point appears to be a major barrier to mass adoption, limiting the device to a niche audience of early adopters and professionals. This development raises questions about the near-term roadmap for Apple's augmented and virtual reality ambitions, even as the company continues to invest in the underlying technology and software platform. The tech world will now watch closely to see if Apple can refine its approach to make spatial computing a mainstream success.
