Apple slashes Vision Pro headset manufacturing, marketing

Apple slashes Vision Pro headset manufacturing, marketing

Apple has reportedly slashed manufacturing and marketing for its much-hyped Vision Pro digital actuality headset attributable to weak sales.

The tech large was anticipated to promote just 45,000 new Vision Pro headsets, which promote for an eye-watering $3,499 each, during the fourth quarter of 2025, according to estimates from market research agency IDC cited by the Financial Times.

While Apple doesn’t report detailed sales figures for the device, that quantity would path far behind sales of other key {hardware} like iPhones and MacBooks, which promote in the hundreds of thousands each quarter.

Apple CEO Tim Cook is navigating a troubled rollout of AI options. Getty Images

Meanwhile, Apple’s China-based manufacturing companion Luxshare stopped manufacturing of new Vision Pro headsets at the start of last 12 months attributable to a scarcity of demand.

The Vision Pro is offered in 13 nations, and Apple has opted to not develop its worldwide rollout past that scope.

The Cupertino, Calif.-based company also lower its spending on digital promoting for the Vision Pro by more than 95% in key markets like the US and the United Kingdom since launch, the FT reported, citing data from research agency Sensor Tower.

The product’s struggles appeared to mark a major misfire for Apple CEO Tim Cook and his team in what was the company’s first major {hardware} launch in a decade.

Cook had touted the Vision Pro as the product that would usher in a new age of private computing.

The Post has reached out to Apple for remark.

The Vision Pro begins at $3,499. Robert Miller

The Vision Pro instantly drew a combined response from the public after its mid-2023 launch, with critics panning its steep price ticket, a scarcity of device-specific apps, restricted battery life and the weight of the headset itself.

“We can say the cost, form factor and the lack of VisionOS native apps are the reasons why the Vision Pro never sold broadly,” Morgan Stanley analyst Erik Woodring told the FT.

Meanwhile, Cook has been attempting to navigate a troubled integration of artificial intelligence into Apple’s merchandise.

Apple has reportedly lower digital marketing for the Vision Pro by more than 95%. Robert Miller

The company was compelled to delay AI updates to its Siri voice assistant last 12 months attributable to bugs and glitches. Apple has also overhauled its management ranks in an try and proper the ship.

Apple depends on the iPhone to drive the bulk of its annual income, which hit an all-time high of $416 billion in fiscal 2025.

Despite the AI hiccups and Vision Pro sales hunch, shares rose by about 12% last 12 months.

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