Overview
- Financial Times reporting says Apple has scaled back manufacturing and slashed marketing for the headset, with Sensor Tower data showing a more than 95% drop in digital ad spend during 2025.
- Market trackers estimate roughly 390,000 units shipped during the 2024 launch window, and IDC projects only about 45,000 additional units in the final quarter of 2025.
- Reports differ on timing of factory slowdowns, with the Financial Times tying a halt to early 2024 and IDC saying Apple partner Luxshare stopped production at the start of 2025.
- Bloomberg reporting says Apple paused the cheaper, lighter Vision Pro effort (N100) and shifted engineers toward AI-enabled smart glasses intended to rival camera- and audio-first wearables.
- Adoption hurdles persist at the $3,499 price point despite an October refresh with an M5 chip, battery and headband tweaks, and the device’s traction remains mostly in niche enterprise uses such as pilot training and medical applications.