Apple is said to have shipped around 45,000 Vision Pro headsets in Q4 2025
Apple introduced the Vision Pro in 2023 as its first step into mixed reality, blending augmented and virtual reality under the banner of “spatial computing.” Positioned as a premium, next-generation device, the headset drew significant attention at launch but struggled to gain traction among mainstream consumers.
According to a recent report, Apple has now begun scaling back both production and marketing efforts for the Vision Pro due to softer-than-expected demand. Industry observers point to the headset’s high price, relatively heavy form factor, and a limited selection of native visionOS applications as major factors affecting sales performance.
The Financial Times reports that Apple has sharply reduced advertising for the Vision Pro, citing data from Sensor Tower. Digital ad spending for the headset is said to have dropped by more than 95 percent in key markets such as the US and the UK, signaling a clear shift in the company’s promotional strategy.
Further underscoring the slowdown, the International Data Corporation (IDC) claims that Apple’s manufacturing partner Luxshare halted production of the Vision Pro early last year. The company reportedly shipped around 390,000 units during the initial launch phase in 2024, suggesting that consumer interest did not meet Apple’s early expectations.