Apple significantly reduced production of the Vision Pro headset, citing lower-than-expected demand heading into 2026. The move signals potential headwinds for the company's push into the new 'spatial computing' market.
The company’s Chinese manufacturing partner, Luxshare, halted production of the device at the start of 2025. This decision followed the Vision Pro’s failure to achieve the robust success seen with products like the iPhone.
In response to muted consumer interest, Apple drastically cut its marketing spend for the Vision Pro. The company reduced marketing expenditures by over 95%.
To address market challenges, Apple expects to launch a new version later in 2026. This future device will feature a more affordable, lower-specification design.