Apple slashes Vision Pro headset manufacturing, – Business News
Apple has reportedly slashed manufacturing and advertising for its much-hyped Vision Pro digital actuality headset as a consequence of weak gross sales.
The tech giant was anticipated to sell simply 45,000 new Vision Pro headsets, which sell for an eye-watering $3,499 every, during the fourth quarter of 2025, in line with estimates from market analysis 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 different key {hardware} like iPhones and MacBooks, which sell within the thousands and thousands every quarter.
Apple CEO Tim Cook is navigating a troubled rollout of AI options. Getty Images
Meanwhile, Apple’s China-based manufacturing associate Luxshare stopped manufacturing of new Vision Pro headsets in the beginning of final yr as a consequence of a lack of demand.
The Vision Pro is offered in 13 international locations, and Apple has opted to not develop its worldwide rollout past that scope.
The Cupertino, Calif.-based company additionally 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 information from analysis firm Sensor Tower.
The product’s struggles appeared to mark a main misfire for Apple CEO Tim Cook and his crew in what was the company’s first main {hardware} launch in a decade.
Cook had touted the Vision Pro because the product that may 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 instantly 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 informed the FT.
Meanwhile, Cook has been attempting to navigate a troubled integration of artificial intelligence into Apple’s merchandise.
Apple has reportedly cut digital advertising for the Vision Pro by more than 95%. Robert Miller
The company was compelled to delay AI updates to its Siri voice assistant final yr as a consequence of bugs and glitches. Apple has additionally 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 stoop, shares rose by about 12% final yr.
