Overview
- Apple has cut digital advertising for Vision Pro by more than 95% in key markets such as the United States and the United Kingdom, according to multiple reports.
- Manufacturing plans have been scaled back, with supplier Luxshare having halted production in early 2025, the Financial Times reported.
- The headset remains available in only 13 countries at a premium price, starting at €3,699 in Germany.
- Analysts point to high cost, heavy design, a limited app ecosystem, and concerns about comfort and battery life as the main sales barriers.
- Meta’s Quest line holds roughly 80% market share as the VR market contracted about 14% in 2025, and Apple is reported to be working on a lower-cost model following an updated unit introduced in the autumn.