Apple Vision Pro – Apple unveiled the Vision Pro, its first mixed-reality headset, with support for both augmented reality (AR) and virtual reality (VR) technologies in 2023. Now, a new report indicates that Apple is scaling back both production and marketing of its ambitious Vision Pro device after lower than expected sales. The high price, bulky design, and lack of VisionOS native apps are considered to be the major reasons behind the poor sales performance of the Apple Vision Pro headset.

The company may soon launch a cheaper version of the device. Apple has cut Vision Pro advertising spending due to low consumer interest.

The Financial Times reports that Apple has cut production of its Vision Pro headset due to disappointing sales. The iPhone maker has reportedly cut digital ad spend for the headset by more than 95 percent in markets including the US and UK, the report said, citing Sensor Tower data. Apple’s Chinese manufacturing partner Luxshare stopped production of the mixed reality headset early last year, after shipping 3,90,000 units during the product’s launch period in 2024, according to the International Data Corporation (IDC).

The slowdown indicates lower-than-expected consumer interest in “spatial computing” devices. IDC reportedly expects Apple to ship only 45,000 new Vision Pro units in Q4 2025, compared to the millions of iPhones and other Apple devices sold in the quarter.

Apple has kept official Vision Pro sales figures under wraps. Priced at $3,499 (approximately Rs 3.

15 lakh), the device is available only in 13 countries. Analysts attribute the poor sales performance to the high price, bulky design, and lack of VisionOS native apps.

Apple Vision Pro was launched during WWDC 2023. Apple released an upgraded Vision Pro M5 variant in October last year, with better battery life and features than the first-generation model. The new model is claimed to last for two and a half hours on a single charge during normal use and offers up to three hours of video playback.

The company is said to be working on a more affordable version of the Vision Pro with lower specifications. It may become official later this year.