Apple(US:AAPL) Xin Lang Cai Jing·2026-01-01 05:59Core Viewpoint - Apple has significantly reduced production and marketing efforts for the Vision Pro headset, indicating a lack of consumer interest in the device [1][3]. Group 1: Production and Sales - Apple's Vision Pro is expected to have a shipment volume of 390,000 units during its launch period in 2024, according to IDC [1][3]. - During the critical Christmas sales period in 2025, Apple is projected to ship only 45,000 units of the Vision Pro [1][3]. - Apple has not disclosed specific sales figures for the Vision Pro, which has a starting price of $3,499 [1][3]. Group 2: Marketing and Advertising - Apple has drastically cut digital advertising spending for the Vision Pro, with a reduction of over 95% in markets like the US and UK this year [1][3]. - The reduction in advertising spending reflects weak consumer demand for the device [1][3]. Group 3: Market Challenges - Analysts attribute the poor sales performance of the Vision Pro to high costs, the device's form factor, and a lack of native applications for VisionOS [2][4]. - Critics have pointed out that the Vision Pro headset is heavy, uncomfortable for long wear, and has relatively low battery life [2][4]. Group 4: Strategic Implications - The Vision Pro is seen as a significant test for Apple's ability to innovate and find growth outside of the iPhone, which accounts for about half of the company's total revenue [1][3]. - Apple is currently selling the Vision Pro in 13 countries but has no plans to expand its international marketing efforts in 2025 [1][3].