Apple Cuts Vision Pro Production on Weak Sales

Apple has scaled back production and marketing efforts for its Vision Pro spatial computing headset amid disappointing sales, according to industry analysts and market research firms. The move, reported as early 2026 began, highlights challenges for the $3,499 device launched in 2024, which the company positioned as a breakthrough in blending digital content with the physical world.

The Vision Pro debuted with high expectations, allowing users to interact with apps through eye movements and hand gestures in a mixed-reality environment. At the 2023 launch event, Apple Chief Executive Tim Cook described it as transforming surroundings into "an infinite canvas" for spatial computing. However, the headset has struggled to attract mainstream consumers. Apple does not disclose official sales figures, but the International Data Corporation estimates shipments of just 45,000 units in the critical fourth quarter of 2025, following an October refresh with the M5 chip that improved performance, battery life and comfort via a redesigned headband. For context, Apple sells millions of iPhones, iPads and Macs each quarter.

Production cuts underscore the slowdown. Apple's Chinese manufacturing...