Apple Vision Pro production and advertising expenses are decreasing.

Apple Halts Vision Pro Production

Apple (**AAPL**) has decided to reduce the production and marketing expenses of its Vision Pro virtual reality headsets due to a drop below expected demand. According to information reported by The Financial Times, Apple's Chinese manufacturing partner Luxshare will cease the production process for Vision Pro at the beginning of 2025. Last year, only 390,000 units were shipped for this product.

Expectations for the Last Quarter of 2025

International Data Corporation (IDC) predicts that Apple will only ship 45,000 new Vision Pro units in the last quarter of 2025, including during the holiday shopping season. This decline in consumer demand has also impacted digital advertising expenditures. According to data from Sensor Tower, Apple has significantly cut back on advertising expenses in many markets.

Market and Product Issues

Apple is currently selling Vision Pro directly in 13 countries, but plans to open new markets in the near future are absent. With a starting price of $3,499, access to the device is considered 'expensive' by many potential users. Critics have raised various issues regarding the Vision Pro, such as its heavy design, low user comfort, short battery life, and limited application variety.

Developments and Future Plans

To address these issues, Apple launched the M5 version with a longer battery life and innovative design in October. The company is expected to introduce a new Vision Pro model with a lower price and basic features in the upcoming period.

Overall Market Trends

Virtual reality headsets are generally facing challenges in attracting consumer interest. According to a report by Counterpoint Research, this market has recorded an annual contraction of 14%. The Meta (**META**) Quest headsets, which make up a significant portion of the market, offer less advanced features with starting prices around $370 and have reduced digital marketing expenditures over the past year.