Apple’s ambitious venture into the world of “spatial computing” with its Vision Pro headset has hit a significant roadblock, with reports indicating a sharp drop in sales prompting the company to reduce production.
The tech titan also slashed its marketing budget for Vision Pro by over 95 percent last year, per data from the market intelligence group Sensor Tower, originally reported by the Financial Times.
While Apple continues to sell millions of iPhones, iPads, and laptops each quarter, analysts point out that the Vision Pro headsets, priced at a steep £3,199 ($3,499), have not gained the traction they anticipated.
Although Apple has not disclosed specific sales figures for Vision Pro, market research group International Data Corporation (IDC) estimates that only around 45,000 units were sold in the last quarter of the previous year.
According to IDC, Luxshare, Apple’s Chinese manufacturer, halted production of the headset at the beginning of 2025, and the company still has not expanded direct sales beyond a handpicked 13 countries.
In the midst of this, Counterpoint Research forecasts a 14 percent decline in annual sales of virtual reality headsets overall.
This situation echoes the challenges faced by Google Glass back in 2013, where users were often labeled as social outcasts.
Despite these hurdles, tech companies remain committed to the development of smart glasses. Apple plans to launch a more affordable version of the Vision Pro later this year, with a stronger focus on AI-enabled devices.
Recent reports suggest Apple has paused its next-generation virtual reality projects to prioritize wearable AI technology. Similarly, Mark Zuckerberg’s Meta seems to be pulling back its ambitious plans for a “metaverse,” including its virtual reality Quest headsets, which, even though less advanced, dominate the market at a much lower price of £419.
Last month, Meta confirmed its strategy shift, stating, “We are redirecting some of our investments from the metaverse towards AI glasses and other wearables.”
Apple has yet to comment on rumors regarding the scaling back of its virtual reality headset production.
If the reports are accurate, these cuts could mark a rare misstep for the usually successful Apple brand.
Upon the Vision Pro’s launch in 2023, Apple envisioned a groundbreaking interaction with apps through eye movements, hoping it would emulate the success of the iMac and iPhone. CEO Tim Cook stated, “Your surroundings become an infinite canvas … Vision Pro integrates digital content within your environment, heralding a new era in spatial computing.”
However, consumers hesitated at the premium price, with reviews highlighting the headset’s heft and discomfort, causing some to view it as more of a novelty. Concerns arose when users were observed wearing the headsets while driving, fueling further skepticism.
Even those who champion the headsets agree they cater to a niche market and can create a sense of isolation.
The limited selection of apps available for Vision Pro, especially when compared to the expansive options on smartphones and tablets, has also dampened interest.
Morgan Stanley’s technology analyst Erik Woodring articulated the key issues, stating, “The price, form factor, and the lack of native VisionOS applications account for the Vision Pro’s limited sales.”
Apple claims to have around 3,000 apps available for the Vision Pro, a relatively modest offering compared to the rapid app development seen post-iPhone launch in 2007.
