Lack of Demand Leads to Apple Vision Pro Manufacturing Shutdown

Apple has allegedly halted Apple Vision Pro headset production because of low demand and a significant amount of unsold stock.

The Cupertino tech giant’s first mixed-reality headset was launched in the US in February 2024, followed by a gradual rollout to other regions over the course of the year. However, the first reports of production cuts began surfacing in October 2024.

According to a report last summer by the Financial Times, Apple targeted an internal sales amount of one million Vision Pro at the price of  $3,500 per unit during its first year on the market. However, it is said that this ambitious number had been reduced by more than half, along with Apple’s production goal for the headset, due to challenges in its design and manufacturing process.

MacRumors said Apple has halted production of its headset after accumulating a sufficient number of units to cover the product’s entire lifecycle. Citing sources directly involved in manufacturing the headset’s components, the report claims that a “significant” quantity remains in stock, with Apple planning to sell them throughout 2025.

Even Tim Cook, CEO of Apple, acknowledged in an interview with Wall Street Journal Magazine that the company’s first headset is not a mass-market product and remarked, “Obviously, I’d like to sell more.” As of January 2025, Apple has sold approximately 370,000 Vision Pro headsets.

A second-generation Apple Vision Pro is said to be in development, but reports suggest that production of the headset has been delayed. According to The Information, Apple may instead launch “a minor update to the product with few changes to its physical design.”

In the meantime, Bloomberg has claimed that Apple is about to introduce a revision of its first headset that will use Apple Intelligence, the company’s new AI system, which was announced on June 10, 2024.