Why is Apple cutting Vision Pro production?

Apple is reportedly cutting Vision Pro production because of sluggish sales and reduced marketing efforts for the high-priced spatial computing device.

What were the main issues with Apple's Vision Pro?

The main issues cited for Apple's Vision Pro include its high cost, uncomfortable form factor, and a limited number of VisionOS native applications.

Will Apple release a cheaper Vision Pro version?

Yes, Apple is expected to release a cheaper version of the Vision Pro later this year, shifting focus towards AI-enabled devices.

Home / Technology / Apple Slashes Vision Pro Production Amidst Sluggish Sales

Apple Slashes Vision Pro Production Amidst Sluggish Sales

1 Jan

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Summary

Apple reportedly cut Vision Pro production due to poor sales.
Sales of the high-priced headset have been sluggish.
Marketing for Vision Pro was drastically reduced last year.

Apple Slashes Vision Pro Production Amidst Sluggish Sales

Apple has reportedly scaled back production of its Vision Pro headset, a device envisioned to pioneer 'spatial computing.' Analysts indicate that sales have been sluggish, prompting significant cuts in marketing spending last year. Production by Apple's Chinese partner, Luxshare, reportedly ceased at the start of 2025.

The high price point, starting at £3,199 ($3,499), combined with concerns over comfort and a limited app ecosystem, has deterred widespread consumer adoption. Reviewers noted issues with weight and an isolating user experience, while even enthusiasts acknowledge its niche appeal.

These developments follow Meta's strategic shift from its 'metaverse' ambitions towards AI-enabled wearables. Apple is also rumored to be prioritizing next-generation AI devices over further virtual reality iterations, potentially indicating a broader industry pivot.