Apple has reportedly cut production of its Vision Pro headset due to sluggish sales, marking a rare commercial setback for the tech giant. The device, which costs at least £3,199, was intended to usher in a new era of 'spatial computing', but analysts estimate only 45,000 units were sold in the final quarter of last year.
Market intelligence firm Sensor Tower reported that Apple reduced marketing for the Vision Pro by over 95% in 2024. IDC data suggests that Apple's Chinese manufacturer, Luxshare, halted production of the headset at the start of 2025. Apple has not expanded direct sales beyond 13 countries.
Consumer reluctance has been attributed to the high price, discomfort, and limited app ecosystem. Reviewers described the device as heavy and gimmicky, while enthusiasts acknowledged its niche appeal. The headset's isolation from others and safety concerns, such as users wearing it while driving, also drew criticism.
Despite the setback, Apple is expected to release a cheaper version of the Vision Pro later this year, though the company's focus is shifting towards AI-enabled wearables. Meta has also confirmed it is reducing investment in its metaverse plans in favour of AI glasses.
Apple declined to comment on the reports. If confirmed, the production cuts would represent a rare flop for a company accustomed to blockbuster product launches.
