Apple is experiencing a significant decline in interest for its Vision Pro headset, leading to reduced manufacturing and marketing efforts. The $3,499 device saw only 390,000 units shipped in 2024 following its launch, as reported by the Financial Times. Production was halted by Apple's manufacturing partner Luxshare at the beginning of last year.
According to estimates from International Data Corporation (IDC), Apple is projected to ship merely 45,000 units during the holiday season of 2025. The company has also slashed its digital advertising budget for the Vision Pro by over 95% in key markets like the U.S. and U.K.. Analysts note that factors such as high cost, limited apps, and discomfort during extended use have hindered broader sales.
Despite the challenges faced by the Vision Pro, Apple continues to expand its presence in the payments sector through Apple Pay and Apple Wallet. The company is expected to introduce a less expensive version of the headset this year, following the launch of an upgraded model in October with enhancements like a more powerful chip and improved battery life.