"Apple has sharply reduced production of its Vision Pro headset and slashed marketing spending by more than 95% over the past year following disappointing sales, according to a report Thursday by the Financial Times. While Apple has not disclosed official sales figures, estimates from market research firm International Data Corp. suggest roughly 45,000 Vision Pro units were sold in the final quarter of 2025 after about 390,000 devices were shipped earlier in the year from Chinese manufacturing partner Luxshare."
"Marketing data from analytics firm Sensor Tower shows Apple also cut its digital advertising spend for Vision Pro by more than 95% in the U.S. and U.K., signaling a major pullback on promotion of the mixed-reality headset. Consumer feedback has pointed to several shortcomings for Vision Pro, including the device's weight, limited battery life, high price point, and discomfort during extended use."
Apple sharply reduced Vision Pro production and cut marketing spending by more than 95% after disappointing sales and weak consumer demand. Estimates indicate roughly 45,000 units sold in Q4 2025 following about 390,000 units shipped earlier in the year from manufacturing partner Luxshare. Digital advertising spend for Vision Pro dropped over 95% in the U.S. and U.K. Consumer feedback highlights the device's weight, limited battery life, high price, and discomfort during extended use. Analysts cite cost, form factor, and lack of VisionOS native apps as barriers, while the broader VR headset market has declined and Meta's Quest dominates at lower price points.
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