Apple’s Vision Pro headset continues to struggle with consumer appeal. In 2024, only 390,000 units were shipped, and projections for 2025 show a significant decline, with just 45,000 units expected this quarter. Production has reportedly been halted by assembler Luxshare. Digital advertising for the headset has been drastically reduced by over 95% in major markets, and there has been minimal effort to expand its international presence.
Analysts attribute the Vision Pro’s lackluster sales to its high cost, bulky design, and a shortage of native apps. Since its 2024 launch, users have criticized its weight, discomfort during prolonged use, and limited battery life. The platform faces a challenge with too few users to attract developers and too few apps to draw in consumers. Currently, around 3,000 apps are available for Vision Pro, a modest number compared to the iPhone App Store’s rapid growth.
The Vision Pro’s difficulties are part of a broader downturn in the virtual reality market, with global VR headset shipments down 14%. Meta continues to lead the sector with its more affordable Quest headsets, despite cutting back on marketing expenses. This suggests a general slowdown in consumer interest across the VR industry.
