"The tech company also reduced marketing for Vision Pro by more than 95% last year, according to the market intelligence group Sensor Tower in figures first reported by the Financial Times. While Apple continues to sell iPhones, iPads and laptops in the millions each quarter, analysts say sales of Vision Pro, which cost at least 3,199 ($3,499) each, have been sluggish."
"Apple has not released sales figures for the device, but the market research group International Data Corporation (IDC) estimates it will have sold only 45,000 in the run-up to Christmas in the last quarter of last year. IDC said Apple's Chinese producer, Luxshare, stopped production of Vision Pro at the start of 2025. And Apple has not expanded direct sales of the device beyond a select 13 countries."
Apple reduced production and dramatically cut marketing for the Vision Pro after weak consumer demand. Sensor Tower figures show marketing fell by more than 95% last year. IDC estimates about 45,000 units sold in the run-up to last Christmas, and Luxshare stopped Vision Pro production in early 2025. Apple has limited direct sales to 13 countries. Vision Pro’s starting price of $3,499 has contributed to sluggish uptake, prompting comparisons to Google Glass. Apple plans a cheaper Vision Pro and is shifting emphasis toward AI-enabled wearables while Meta reallocates metaverse spending toward AI glasses and other wearables.
Read at www.theguardian.com
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