Overview
- The Financial Times reports Apple slashed Vision Pro marketing by roughly 95% and significantly reduced production in response to weak sales.
- IDC estimates Apple shipped only about 45,000 Vision Pro units in the fourth quarter of 2025, highlighting minimal market traction.
- Morgan Stanley’s Erik Woodring attributes the poor uptake to high cost, an unwieldy form factor, and a limited supply of VisionOS-native apps.
- Creative Bloq notes user anecdotes describing infrequent use due to the inconvenience of putting the headset on and taking it off.
- Creative Bloq also reports industry rumors of a cheaper, simpler Vision model, which remain unconfirmed by Apple.