Media reports indicate that Apple has scaled down its production and marketing investment in the Vision Pro headset, as the product hasn't managed to draw in consumers as anticipated. Based on IDC data, the Chinese manufacturer Luxshare Precision, which produces the device for Apple, ceased production of the Vision Pro in early 2025. During its market debut in 2024, shipments of the headset amounted to 390,000 units.

Data from market research firm Sensor Tower reveals that Apple has drastically cut its digital ad expenditure for the headset. Since the start of the year, advertising spending in key markets like the U.S. and the U.K. has plummeted by over 95%. IDC projects that shipments of the new Vision Pro model will hit a mere 45,000 units in the fourth quarter of 2025, a figure that pales in comparison to the sales volumes of the iPhone, iPad, and MacBook.

Currently, Apple directly sells the Vision Pro headset in 13 countries. However, the company has no intentions of ramping up its international market promotion efforts in 2025.