Fourth quarter shipments are estimated to plummet to 45,000 units. Apple Inc. (AAPL.US) plans to cut Vision Pro production scale.

Reports from two market intelligence companies stated that due to weak consumer demand, Apple Inc. (AAPL.US) has reduced the production and marketing scale of its Vision Pro headsets. According to data from International Data Corporation (IDC), Apple Inc.'s Chinese manufacturing partner Luxshare Precision Industry stopped production of Vision Pro at the beginning of last year. In 2024 (the year the device was released), its shipment volume was 390,000 units. IDC predicts that in the fourth quarter of 2025, Apple Inc. will only deliver 45,000 new units, including the busy holiday shopping season. According to data from Sensor Tower, this tech giant has also significantly reduced digital advertising spending for Vision Pro in markets like the United States and the United Kingdom. Apple Inc. sells the headset directly in 13 countries, but did not expand to other markets in 2025. With a starting price of $3499, Vision Pro is considered too expensive by many. Critics also point out that the headset is heavy, uncomfortable to wear, has relatively short battery life, and limited application software. Apple Inc. is trying to address some of these issues by launching an upgraded M5 version in October, which extends battery life and adopts a new headband design. It is expected that Apple Inc. will launch a lower-priced and lower-configuration version this year. According to data from Counterpoint Research, the overall market size of virtual reality headsets has shrunk by 14% year-on-year as they struggle to attract consumer interest. Currently, about 80% of the market share is held by Meta's (META.US) Quest headset, with a starting price of around $370 and less advanced features. However, Meta has also reduced its digital marketing spending on its headset products in the past year.