Apple Vision Pro? Nope, still not…

According to a recent Financial Times report, the Apple Vision Pro, launched in 2024, is still far from selling like hotcakes. Apple Vision Pro: increasingly weak sales figures. Figures from the research firm IDC indicate that 390,000 of these mixed reality headsets were sold in 2024, and only 45,000 in the last quarter of 2025. These results stand in stark contrast to the millions of iPhones, iPads, and MacBooks sold by Apple each quarter. We also learn that Luxshare, the company that assembles the Apple Vision Pro headsets, reportedly ceased production of the headsets at the beginning of 2025. At the same time, Apple reduced its advertising spending on the product by more than 95% last year in key markets such as the United States and the United Kingdom, and the company has done very little to conquer new regions internationally in 2025. Few users mean few motivated app developers, which leads to fewer apps, and therefore fewer users. This vicious cycle also reflects the weakness of the global virtual reality market in general, which declined by 14% between 2024 and 2025.