Apple slashes Vision Pro headset manufacturing, marketing over weak gross sales: report | Latest Tech News
Apple has reportedly slashed manufacturing and marketing for its much-hyped Vision Pro digital actuality headset due to weak gross sales.
The tech giant 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 firm IDC cited by the Financial Times.
While Apple doesn’t report detailed gross sales figures for the gadget, that quantity would path far behind gross sales of other key {hardware} like iPhones and MacBooks, which promote in the tens of millions 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 due to a lack of demand.
The Vision Pro is offered in 13 nations, and Apple has opted not to increase its worldwide rollout past that scope.
The Cupertino, Calif.-based company also cut its spending on digital promoting for the Vision Pro by more than 95% in key markets just like the US and the United Kingdom since launch, the FT reported, citing data from research firm Sensor Tower.
The product’s struggles appeared to mark a major misfire for Apple CEO Tim Cook and his crew 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 personal computing.
The Post has reached out to Apple for remark.
The Vision Pro begins at $3,499. Robert Miller
The Vision Pro immediately drew a combined response from the public after its mid-2023 launch, with critics panning its steep price tag, a lack 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 making an attempt to navigate a troubled integration of artificial intelligence into Apple’s merchandise.
Apple has reportedly cut 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 due to bugs and glitches. Apple has also overhauled its management ranks in an attempt to proper the ship.
Apple depends on the iPhone to drive the majority of its annual income, which hit an all-time high of $416 billion in fiscal 2025.
Despite the AI hiccups and Vision Pro gross sales droop, shares rose by about 12% last 12 months.
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