Apple has reportedly revised its production volumes and reduced marketing efforts for the Vision Pro mixed reality headset. These adjustments follow reports of sales figures that are below initial projections by industry analysts. The device, introduced in 2024, is positioned in the high-end market segment with a starting price of $3,499.
Production and Marketing Adjustments
Reports indicate that Apple has scaled back manufacturing volumes for the Vision Pro. Luxshare, Apple's Chinese production partner, reportedly ceased headset production at the beginning of 2025. Production of the Vision Pro M2 model was also reportedly temporarily halted before the subsequent introduction of the M5 model, which features a faster processor and enhanced comfort.
Concurrently, Apple has reportedly decreased its advertising budget for the Vision Pro by over 95% in markets including the United States and the United Kingdom. This reduction in marketing efforts was initially reported by the Financial Times, citing data from market intelligence group Sensor Tower.
Sales Performance and Market Context
While Apple has not publicly released official sales data for the Vision Pro, industry analyst forecasts and company projections anticipated approximately 500,000 units sold by 2025. Reported actual sales figures indicate approximately 390,000 units sold since the device's launch.
The International Data Corporation (IDC) estimates that around 45,000 Vision Pro units, specifically the M5 model, were sold during the recent holiday season. The device is currently sold in 13 selected countries, with no reported expansion of direct sales beyond these markets.
The Vision Pro entered the mixed reality market with a high-end price point of $3,499 (£3,199). Its features include 4K displays, hand and eye tracking capabilities, and integration within the Apple ecosystem.
Future Product Direction and Industry Trends
Apple is reportedly anticipated to introduce a more affordable version of the Vision Pro later in the current year. Reports in the technology press suggest Apple may have paused the development of its next iteration of virtual reality devices, shifting focus towards wearable artificial intelligence (AI) devices.
The broader virtual and mixed reality sector has experienced a reported contraction. Counterpoint Research and other industry analyses project a 14% decrease in annual sales for virtual reality headsets overall, with the sector experiencing a similar contraction in 2025. Meta, a market leader with its Quest series holding over 80% of the market share, has also reportedly reduced its marketing expenditures in the mixed reality space. Competitors like Samsung have introduced new devices, such as a mixed reality headset utilizing Android XR technology, indicating continued investment in smart glasses across the technology industry. The market performance of devices like the Vision Pro has drawn comparisons to earlier high-profile devices such as Google Glass, which launched in 2013 and encountered user acceptance challenges.