"Apple's Chinese manufacturing partner, Luxshare, halted production of the device early last year after shipping roughly 390,000 units during its 2024 launch period, reported the Financial Times, citing International Data Corporation. Apple has also slashed its digital advertising spend for the Vision Pro by more than 95% year to date in key markets, including the U.S. and the U.K., data from Sensor Tower shows."
"Apple has not disclosed official sales figures for the Vision Pro, but IDC estimates the company will ship just 45,000 units in the fourth quarter of 2025, traditionally Apple's strongest sales period due to the holiday season. That volume pales in comparison to the millions of iPhones, iPads and MacBooks Apple sells every quarter. Despite launching the device in 13 countries, Apple did not expand the Vision Pro's international availability in 2025."
Apple scaled back production and marketing of the Vision Pro after sluggish sales and cooling demand. Luxshare halted production early last year after shipping roughly 390,000 units during the 2024 launch period. Apple cut digital advertising for the headset by more than 95% year to date in key markets. IDC estimates just 45,000 units will ship in Q4 2025. The device launched in 13 countries but saw no international expansion in 2025. Adoption is constrained by a $3,499 starting price, bulky design, limited battery life, and a small native app ecosystem of about 3,000 apps. Apple introduced an upgraded M5-powered Vision Pro in October.
Read at Benzinga
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