Overview
- The Financial Times reports Apple scaled back Vision Pro manufacturing and promotion through 2025 as sales lagged expectations.
- IDC estimates about 390,000 units shipped during the 2024 launch window and just roughly 45,000 more in Q4 2025, with partner Luxshare halting production at the start of 2025.
- Sensor Tower data shows Apple cut digital advertising for Vision Pro by more than 95% last year in major markets including the U.S. and U.K.
- Despite an October 2025 refresh adding an M5 chip, longer battery life and a redesigned headband, analysts cite cost, comfort and a limited pool of roughly 3,000 visionOS apps as barriers.
- Bloomberg reports Apple paused a cheaper 'N100' headset and reassigned engineers toward AI-enabled smart glasses, while Apple has not disclosed sales figures or commented on the reported shift.