Apple has halted production of its Vision Pro headset and slashed digital advertising spending by over 95% in 2025 after the $3,499 device shipped only 390,000 units globally in 2024, according to International Data Corporation and Sensor Tower.
IDC projects just 45,000 Vision Pro units will ship in Q4 2025, a stark contrast to the millions of iPhones and iPads Apple sells quarterly, with analysts citing high costs, comfort issues, and only 3,000 available apps as key barriers to adoption.
Despite the setback, Apple plans to release a cheaper Vision headset this year while the device has gained limited traction in enterprise applications like pilot training and surgical procedures.
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