Sales of Apple's Vision Pro headset are disappointing, with shipments totaling only 390,000 units in 2024, according to a report by the Financial Times. Expectations for the first quarter of 2025 are even lower, with IDC predicting just 45,000 additional units to be shipped. This starkly contrasts with the millions of iPhones, iPads, and MacBooks that Apple sells each quarter.
Production of the Vision Pro was reportedly halted by its assembler, Luxshare, at the beginning of 2025. Additionally, Apple has drastically cut its digital advertising budget for the headset, reducing spending by over 95% in major markets like the United States and the United Kingdom over the last year.
Analysts from Morgan Stanley attribute the lack of appeal to issues such as the device's cost, form factor, and a limited selection of native VisionOS apps. While Apple claims around 3,000 apps are available for the Vision Pro, this number pales in comparison to the rapid expansion of the iPhone App Store since its inception in 2008.
The challenges faced by Apple reflect broader trends in the virtual reality market, which has seen a 14% decline in global headset shipments year on year, according to Counterpoint Research. Meta continues to lead the market with its Quest headsets, which are more affordable yet less advanced than the Vision Pro.