Apple has reportedly scaled back production of its Vision Pro headset, a device once promoted as the future of “spatial computing,” after struggling to gain consumer traction. Market intelligence from Sensor Tower indicates that Apple also cut marketing spending for the $3,499 device by more than 95% in 2025, highlighting the company’s retreat from promoting the headset.
Industry estimates from the International Data Corporation (IDC) suggest Apple sold just 45,000 units in the final quarter of last year. Production at the Chinese manufacturer Luxshare was reportedly halted entirely at the start of 2025, and the device remains available in only 13 countries.
The Vision Pro’s commercial performance has drawn comparisons to the launch of Google Glass in 2013, which failed to achieve mainstream adoption. Despite CEO Tim Cook describing the headset as an “infinite canvas” for augmented reality experiences, consumers balked at the steep price and criticized the device for being heavy, uncomfortable, and cumbersome. Safety concerns arose as users were filmed wearing the headset while driving.
Analysts point to the lack of a robust software ecosystem as another factor limiting adoption. Morgan Stanley’s Erik Woodring noted that the “cost, form factor, and lack of VisionOS native apps” contributed to the headset’s underperformance. Currently, only around 3,000 apps are available, far fewer than the ecosystems that drove iPhone and iPad success.
Reports indicate that Apple has paused development of the next-generation high-end VR hardware to focus on AI-enabled wearable devices, a strategy similar to Meta’s shift toward AI glasses despite its dominance in the VR market with Quest headsets. While Apple may still release a more affordable version of the Vision Pro later in 2026, the device represents a rare commercial setback for the company.
