Apple cuts Vision Pro production and advertising due to weak sales

  The Apple Vision Pro headset is considered to have not yet received widespread acceptance from consumers, according to a recent report from the Financial Times, citing a number of industry data and market analysts.

As reported by Macrumors on Monday, based on data from the International Data Corporation (IDC), Apple shipped around 390,000 Vision Pro units throughout 2024. However, for the last quarter of 2025, IDC estimates shipments will only be around 45,000 units.

This figure is considered very small compared to iPhone, iPad, and MacBook sales, which typically reach millions of units each quarter. Luxshare, the Vision Pro's assembly plant, has reportedly halted production of the device since early 2025.