Apple reportedly cuts production of Vision Pro headset

The tech company also reduced marketing for Vision Pro by more than 95% last year, according to the market intelligence group Sensor Tower

Poor sales have reportedly forced Apple to cut production of the Vision Pro headset that it had hoped would herald a new era in “spatial computing”.

The tech company also reduced marketing for Vision Pro by more than 95% last year, according to the market intelligence group Sensor Tower in figures first reported by the Financial Times.

Apple continues to sell iPhones, iPads and laptops in the millions each quarter, but analysts say sales of Vision Pro headsets have been sluggish.

Apple has not released sales figures for the device, but the market research group International Data Corporation (IDC) estimates it will have sold only 45,000 in the last quarter of last year.

IDC said Apple’s Chinese producer, Luxshare, had stopped production of the headset at the start of 2025, and Apple has not expanded direct sales beyond a select 13 countries.

Counterpoint Research has predicted a 14% reduction in annual sales of virtual reality headsets.

The apparent failure of Vision Pro has echoes of the ill-fated Google Glass in 2013. Users were shunned as social pariahs or “glassholes”.

Despite these setbacks tech firms are persisting with smart glasses. Apple is expected to release a cheaper version of Vision Pro later this year, but the emphasis now is on AI-enabled devices.

Reports in the tech press said Apple had paused its planned next iteration of virtual reality in favour of wearable AI devices. Mark Zuckerberg’s Meta is also expected to cut back on its plans for a “metaverse”, which includes its virtual reality Quest headsets. These are less advanced than Apple’s product but at £419 each are considerably cheaper and have cornered 80% of the market.