Credit: Apple
Due to low demand for the Vision Pro augmented reality headset, Apple is forced to cut production. Furthermore, the headset’s marketing program has been significantly curtailed; according to the analytics group Sensor Tower, marketing expenses have been cut by 95%.
Despite steady quarterly sales of millions of iPhones, iPads, and laptops, the Vision Pro sold significantly worse. Analysts attribute this to its high price—at least $3,499 per device.
Apple doesn’t disclose official headset sales figures. Meanwhile, the International Data Corporation (IDC) estimates that only about 45,000 units were sold in the final quarter of last year.
IDC also reported that Apple’s Chinese manufacturing partner, Luxshare, ceased production of the Vision Pro in early 2025. Furthermore, Apple has not expanded direct sales of the headset beyond 13 countries.
Analysts at Counterpoint Research predict a 14% overall decline in VR headset sales year-over-year. Despite this, tech companies aren’t abandoning the idea of smart glasses. Apple is expected to release a cheaper version of the Vision Pro, but for now, it’s focusing on wearables with artificial intelligence.
Apple is currently experiencing its most significant talent crisis in a decade, having lost key executives in AI, design, and law in a short period of time. The massive exodus of top management coincides with rumors of Tim Cook’s deteriorating health, though those close to him deny these reports.
