Vision Pro Struggles to Find Its Footing in 2025
Despite Apple’s sky-high ambitions, the Vision Pro headset is faltering in the real world. New data shows that just 390,000 units shipped in all of 2024—and only 45,000 more are expected in the final quarter of 2025. With production reportedly paused and ad spending slashed by over 95%, it’s clear the much-hyped spatial computer isn’t connecting with mainstream users. Why is Apple’s $3,500 headset failing to gain traction, and what does this mean for the future of spatial computing?
A Vision Delayed, Not Derailed?
Apple launched the Vision Pro in early 2024 as a groundbreaking “spatial computer,” blending augmented and virtual reality in a sleek, premium package. Yet nearly two years later, the device remains a niche curiosity rather than a mainstream revolution. Analysts now describe its adoption as “disappointing,” with Morgan Stanley pointing to three major roadblocks: high cost, bulky design, and a lack of native VisionOS apps that justify its price tag.
Production Halted Amid Plummeting Demand
In a telling sign of waning confidence, Luxshare—the primary assembler for the Vision Pro—reportedly stopped production at the start of 2025. That move aligns with IDC’s forecast of a sharp drop in shipments. Compare that to Apple’s core products: the iPhone alone sells tens of millions per quarter. The Vision Pro’s numbers aren’t just modest—they’re microscopic in Apple’s ecosystem, raising serious questions about scalability and long-term viability.
Apple Slashes Digital Ads by 95%
Marketing cuts further underscore the lukewarm reception. Sensor Tower data reveals Apple has reduced Vision Pro ad spending in the U.S. and U.K. by more than 95% over the past year. For a company that typically floods channels with launch hype—think iPhone or Apple Watch campaigns—this near-total silence speaks volumes. The lack of promotional push suggests Apple itself may be reevaluating the device’s market fit.
The High Price of Innovation
At $3,500, the Vision Pro was never meant for the average consumer. But even among early adopters and tech enthusiasts, the value proposition feels shaky. Unlike the iPhone’s immediate utility or the iPad’s versatility, the Vision Pro struggles to offer daily-use functionality that matches its premium cost. Without compelling apps or workflows, it remains more of a tech demo than a practical tool.
Comfort and Battery Life Remain Sticking Points
User experience hasn’t helped. Early reviews—including hands-on tests from seasoned tech journalists—highlighted the headset’s weight, front-heaviness, and discomfort during prolonged use. Battery life, tethered to an external pack, maxes out at around two hours—far too short for immersive work or entertainment sessions. These aren’t minor quirks; they’re fundamental barriers to regular use.
App Ecosystem Still Undercooked
Morgan Stanley’s critique of the “lack of VisionOS native apps” hits the nail on the head. While Apple showcased a handful of polished demos at launch, third-party developers have been slow to build meaningful experiences. Without a robust library of productivity, creative, or entertainment apps tailored to spatial computing, users have little reason to return after the novelty wears off.
Limited Global Rollout Reflects Strategic Caution
Apple also made little effort to expand the Vision Pro internationally in 2025, keeping availability restricted to a handful of markets like the U.S., U.K., and select Asian territories. This cautious approach contrasts sharply with the global blitzes typical of flagship launches. It hints that Apple may be waiting for a more refined, affordable successor before committing to a wider push.
Is Apple Pivoting Behind the Scenes?
Insiders speculate that Apple is already working on a lighter, cheaper Vision Pro 2—potentially under $2,000—with improved ergonomics and longer battery life. If true, the current model may be viewed as a costly but necessary prototype, a “v1” meant to gather real-world feedback rather than drive massive sales. Still, betting billions on a product with such narrow appeal is a risky play, even for Apple.
What This Means for the Spatial Computing Race
Apple’s stumble leaves room for competitors. Meta continues pushing its Quest line with aggressive pricing and strong app support, while Microsoft and Sony explore enterprise and entertainment niches. If Apple can’t solve the usability and pricing puzzle soon, it may cede early leadership in spatial computing—despite having the brand power and resources to dominate.
A Cautionary Tale of Ambition vs. Reality
The Vision Pro’s struggle is a reminder that even Apple isn’t immune to market realities. Visionary hardware needs equally visionary software—and real-world utility—to succeed. Right now, the Vision Pro feels like a solution in search of a problem. Until that changes, it’s unlikely to move beyond tech showrooms and executive demo rooms.
Apple hasn’t officially commented on the production halt or sales figures, but the writing is on the wall: the Vision Pro needs a major evolution, not just iteration. Whether through a more accessible sequel or a strategic pivot in software, Apple must bridge the gap between futuristic promise and everyday practicality. For now, the spatial computing revolution remains just out of reach—even for the world’s most valuable tech company.
