Apple slashes Vision Pro headset production, marketing over weak sales: report

Core Insights - Apple has significantly reduced production and marketing efforts for its Vision Pro virtual reality headset due to disappointing sales figures, with only 45,000 units expected to be sold in Q4 2025 at a price of $3,499 each [1][4] Group 1: Sales Performance - The Vision Pro's projected sales are substantially lower compared to other Apple products like iPhones and MacBooks, which typically sell in the millions each quarter [2] - Apple's manufacturing partner, Luxshare, ceased production of the Vision Pro at the beginning of last year due to insufficient demand [3] Group 2: Marketing and Advertising - The company has cut digital advertising spending for the Vision Pro by over 95% in key markets such as the US and the UK since its launch [4][11] Group 3: Product Reception - The Vision Pro received a mixed public reaction post-launch, with criticism focused on its high price, lack of device-specific applications, limited battery life, and the headset's weight [7] - Analysts attribute the poor sales performance to the product's cost, form factor, and absence of native apps for VisionOS [7] Group 4: Broader Company Context - Despite the challenges with the Vision Pro and issues integrating AI features into its products, Apple reported an all-time high revenue of $416 billion in fiscal 2025, with shares rising approximately 12% last year [10]