The Apple Vision Pro, priced from $3,499, has seen dismal sales, with analysts estimating only 4,500 units sold globally in the last quarter of 2025. This figure starkly contrasts with the half-million units reportedly sold during its initial launch year in 2024. The device, which is produced by Luxcorp in China, has not only struggled in sales but has also experienced a significant reduction in marketing efforts, with digital advertising slashed by 95 percent.
Challenges facing the Vision Pro reflect a broader decline in the augmented reality and virtual reality markets, where a 14 percent drop in sales was noted for all AR/VR headsets in the first half of 2025. Competing products, such as the Meta Quest 3S priced at $250, appeal to budget-conscious consumers amid rising costs for essential goods.
Despite its innovative features, the Vision Pro lacks a defining "killer app," contributing to consumer confusion about its practical benefits. This has raised questions about its viability in a market where luxury items are often the first casualties of economic pressure.