Apple slashes production of that product from 390 thousand to 45 thousand

Apple has decided to revise its production and marketing plans for the Vision Pro device, which initially attracted significant attention upon its launch. Annual production targets for the Vision Pro, which failed to see the expected interest, have been drastically reduced. It has been reported that shipments, which totaled 390 thousand units in 2024, will drop to just 45 thousand by the final quarter of 2025.

The company's decision is attributed to market demand remaining well below expectations. Furthermore, Apple has significantly reduced its digital advertising investments for the Vision Pro, particularly in key markets such as the US and the UK.

While it is commented that the pricing policy has weakened interest in the product, the high price tag in the market is cited as the primary factor preventing the Vision Pro from reaching a wide user base. The device's starting price of 3,499 dollars is shown as the main element limiting accessibility. In evaluations by users and industry experts, discomfort, short battery life, and limited application variety stand out as the device's weaknesses.

According to data provided by Sensor Tower, there has also been a marked decline in digital advertising spending. Although the Vision Pro is currently available for direct sale in only 13 countries, it appears that Apple is not taking any steps to enter new markets as of 2025.

Apple introduced some innovations in October to address some of the criticisms leveled at the Vision Pro. Although an updated Vision Pro model with improved battery life, a new headband, and an M5 processor was released, there is talk that the company may introduce a new, more affordable, and hardware-simplified model in 2026.