Apple reportedly cuts production of Vision Pro headset after poor sales

Core Insights - Apple has reportedly reduced production of the Vision Pro headset due to poor sales, cutting marketing efforts by over 95% last year [1][2] - Analysts indicate sluggish sales for the Vision Pro, with IDC estimating only 45,000 units sold in the last quarter of the previous year [2][3] - The Vision Pro's challenges echo the failure of Google Glass, with users facing social stigma and limited appeal [3][8] Sales and Market Performance - The Vision Pro headset is priced at £3,199 ($3,499), contributing to its sluggish sales performance [2] - Apple has not expanded direct sales beyond 13 countries, limiting its market reach [3] - Counterpoint Research predicts a 14% reduction in annual sales of virtual reality headsets, indicating a broader market trend [3] Product Development and Strategy - Apple is expected to release a cheaper version of the Vision Pro later this year, shifting focus towards AI-enabled devices [4][5] - Reports suggest Apple has paused its next iteration of virtual reality in favor of wearable AI devices [5][6] - Meta is also shifting investments from the metaverse towards AI glasses, indicating a trend among tech firms [5][6] User Experience and Market Reception - Initial consumer reception of the Vision Pro has been negative, with complaints about its weight, comfort, and perceived gimmickry [7][8] - The limited number of apps available for Vision Pro, reported at 3,000, is significantly lower compared to the app proliferation seen after the iPhone launch [9] - Analysts attribute the Vision Pro's lack of broad sales to its high cost, form factor, and insufficient native apps [8]