The Apple Vision Pro headset, heavily hyped as the ‘entry point for the future of spatial computing,’ is having a hard time finding consumers. Vision Pro reportedly faced low demand, and Apple was forced to slash production.
The marketing campaign supporting it by over 95% was also halted, according to market intelligence firm Sensor Tower, as quoted by the Financial Times.
Starting at £3,199 ($3,499), Vision Pro is positioned well above the rest of the consumer electronics market. Despite the widespread success of iPhone, iPad, and Mac sales, this headset faced a slower adoption rate due to its high cost. It has only been expanded through Apple’s websites for purchase within 13 countries.
Vision Pro was available in only 45,000 units during the final quarter of 2024, as reported by International Data Corporation (IDC). Luxshare stopped manufacturing Vision Pro in the early months of 2025, according to IDC, highlighting how serious the slowdown is.
A decrease in demand has created challenges for Vision Pro. Counterpoint Research predicted a 14% fall in virtual reality headset sales this year. There are certain similarities here with Google Glass, which did not gain mass adoption even a decade ago.
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The industry is not walking away entirely from these wearable gadgets, though. Apple was expected to introduce a more affordable variant of the Vision Pro later this year, but it is said to have shelved plans for a next-generation VR device.
Meta, headed by CEO Mark Zuckerberg, is scaling down on building the metaverse. The Meta Quest setup, starting from £419, is dominating the market with a whopping 80% market share.
Critics cite Vision Pro’s bulky design, comfort issues, and limited app ecosystem (about 3,000 apps compared to iPhone’s explosive early growth) as key hurdles. If confirmed, the cutbacks would mark an unusual commercial stumble for Apple. CEO Tim Cook once described Vision Pro as an ‘infinite canvas’ for computing.