Apple is reportedly scaling back production and marketing of its Vision Pro headset, with research indicating that production has effectively ceased.
Apple’s Vision Pro was marketed as a next generation VR headset, pledging full support after its 2024 launch.
According to research from the Financial Times and market research company IDC, Apple’s electronics contract manufacturer, Luxshare, shipped 390,000 Vision Pro units in 2024 and “effectively halted” production from early 2025.
Market research from Sensor Tower also showed that Apple slashed its digital advertising budget for the Vision Pro by over 95% in multiple markets, including the UK and USA.
Bloomberg reports that Apple could be pausing a major redesign of the Vision Pro and redirecting resources to smart glasses, a move which could mirror that of Meta which has collaborated with Ray-Ban on smart glasses designs since 2021.
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