Apple(US:AAPL) Benzinga·2026-01-02 04:13Core Viewpoint - Apple Inc. has reduced production and marketing efforts for its Vision Pro headset due to disappointing sales, indicating challenges in achieving mass-market success for the device [1][2]. Group 1: Production and Sales Data - Apple's manufacturing partner, Luxshare, ceased production of the Vision Pro after shipping approximately 390,000 units during its 2024 launch period [2]. - IDC estimates that Apple will ship only 45,000 units of the Vision Pro in Q4 2025, a stark contrast to the millions of iPhones, iPads, and MacBooks sold each quarter [3]. Group 2: Marketing and Advertising - Apple has cut its digital advertising spending for the Vision Pro by over 95% year-to-date in key markets such as the U.S. and the U.K. [2]. Group 3: Adoption Challenges - Analysts attribute the limited adoption of the Vision Pro to its high price of $3,499, bulky design, and a lack of native VisionOS applications, with only about 3,000 apps developed specifically for the headset [5][6]. - The global virtual reality headset market has declined by 14% year-over-year, with Meta's Quest devices holding approximately 80% market share despite facing similar demand issues [8]. Group 4: Product Updates and Future Plans - In October, Apple launched an upgraded Vision Pro featuring the M5 chip, improved performance, longer battery life, and a redesigned headband for better comfort [7]. - The company is expected to introduce a lower-priced version of the headset later this year [7].