Overview
- IDC estimates show about 390,000 Vision Pro units shipped in 2024 and roughly 45,000 in the 2025 holiday quarter, with assembler Luxshare halting production at the start of 2025.
- Sensor Tower data indicates Apple reduced digital advertising for Vision Pro by more than 95% in 2025 in key markets such as the U.S. and U.K.
- Apple limited availability to around 13 countries and has not disclosed sales figures, and the company declined to comment on reports of production and marketing cutbacks.
- An October update with an M5 chip, a redesigned headband, and battery improvements reportedly made little impact on overall demand.
- Coverage notes Apple is considering a lower-cost headset or AI-oriented wearables, which remain unconfirmed, as the VR category fell about 14% year over year and Meta’s Quest holds roughly 80% share.