Apple cuts back Vision Pro headset production by 95%

After its demand failed to meet expectations, especially during the festive season, Apple has reportedly scaled back production of its Vision Pro headset. Sales of the high-end mixed-reality device have been slower than Apple anticipated since its launch, seen as an early setback to the company’s ambitions in so-called “spatial computing”. Marketing support for the Vision Pro also saw a significant decline last year, with data from market intelligence firm Sensor Tower indicating that Apple cut promotional spending by more than 95 per cent.

This slowdown contrasts sharply with Apple’s core hardware business, which continues to ship millions of iPhones, iPads, and Macs each quarter. In comparison, the Vision Pro, priced from Rs 3,15,563 ($3,499), has struggled to gain traction.

Although Apple does not disclose sales figures for the headset, IDC estimates that only around 45,000 units were sold in the final quarter of last year. According to IDC, Apple’s manufacturing partner in China, Luxshare, halted production of the device at the beginning of 2025. At the same time, Apple has kept Vision Pro availability limited, selling it in just 13 markets so far—something analysts say has further constrained adoption.

Despite the product’s slow launch and limited uptake, Apple is unlikely to exit the category entirely. Reports indicate the company is developing a lower-cost version of the Vision Pro, although its broader strategy appears to be moving toward AI-powered wearables rather than full virtual reality systems. Industry sources suggest Apple has paused work on a next-generation VR headset to focus on AI-centric hardware.