Apple is cutting the production of the Vision Pro mixed reality headset, according to a new report.
The Financial Times reports Apple has cut its marketing budget for the Vision Pro by a staggering 95%, which possibly reflects Apple’s lack of confidence in the future of the device with a second generation device considered uncertain at best.
The International Data Corporation (IDC) claims Apple only managed to shift 45,000 units of the technologically advanced headset in the final three months of 2025. The IDC says one of Apple’s chief manufacturing partners, Luxshare, stopped building the Vision Pro as far back as the start of 2025. Two slightly foreboding signs, perhaps?
Given Apple charges $3,499/£3,499 for the Vision Pro and hasn’t cut the price a single time, it’s hard to see how the company grows the market for the first-generation device. Apple has boosted the unique content platform somewhat through its Apple Immersive Video platform, but that isn’t proving enough to encourage faith in the future of the platform judging by the reported sales figures.
Apple is reportedly plotting full AR glasses as a successor to the iPhone, but that device is not expected in the short term. A cheaper version of the Vision Pro that might attract more shoppers isn’t guaranteed either.
The report stops short of claiming Apple is considering discontinuing the platform, but, well, it’s not a great sign is it? Apple updated the Vision Pro with the M5 chip in late 2025, but it was far from a second generation device. Will we get one?
