Apple Vision Pro: Reports suggest Apple is reducing production of the Vision Pro; what is the real reason?

Apple has significantly cut back on the production and marketing of its mixed-reality headset, the Vision Pro. According to a report by the Financial Times, the company has distanced itself from the product due to consumer demand being significantly lower than expected. This is a rare situation for Apple, as the company usually successfully establishes its new products.

Signs of a massive production cut
According to estimates by the International Data Corporation (IDC), Apple's Chinese manufacturing partner Luxshare produced approximately 390,000 units of the Vision Pro in 2024, the year of its launch. Production of the Vision Pro was almost completely halted in 2025. Only 45,000 units are expected to be shipped in the fourth quarter of 2025, including the holiday season, clearly indicating the decline in demand.

According to the report, digital advertising spending for the Vision Pro has been drastically reduced in key markets such as the US and the UK. Additionally, Apple has also postponed its plans to launch the device in new countries.
About the Vision Pro?

Priced at approximately $3,499 (around ₹2.9 lakh), the Vision Pro is technologically advanced, but its high price has kept it out of reach for most people. It has also faced criticism for its heavy weight, limited battery life, and lack of a robust app ecosystem, which has weakened its mass-market appeal.

Apple introduced an upgraded version of the Vision Pro in October 2025, featuring a new M5 chip, an improved headband, and better battery life. Despite this, there was no significant surge in demand. The company is now considering launching a cheaper variant in 2026 to reach a wider customer base.

What does Counterpoint Research say?
According to Counterpoint Research, the global premium virtual reality headset market has seen a 14 percent year-on-year decline. Meanwhile, Meta's Quest devices dominate this segment with approximately 80 percent market share. The Vision Pro is significantly more expensive compared to the Quest headsets, which are priced at around $370 (approximately ₹30,000).

Is Apple Shifting Its Focus to AI?
The scaling back of Vision Pro promotion demonstrates how challenging it is to move mixed-reality technology beyond early adopter users. As a result, Apple is now preparing to focus more on AI-powered gadgets and services in 2026. However, Apple's core businesses, such as iPhone, Mac, and Services, remain strong.

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