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Apple Scales Back Vision Pro Production, Marketing After Sluggish Sales: Report - Apple (NASDAQ:AAPL), Meta Platforms (NASDAQ:META)
Apple cut Vision Pro marketing by up to 95% and shipped an estimated 45,000 units last quarter due to high price and competition from cheaper VR headsets.
- Last year, the Financial Times reported Apple Inc. pulled back Vision Pro production and cut marketing by as much as 95%, signaling a major promotion reduction.
- Analysts say the Vision Pro's steep price of $3,499 and product limits narrowed buyers to wealthier and die‑hard fans, while reviewers flagged bulk, limited battery life and few native apps as hurdles.
- Luxshare halted Vision Pro production early last year after shipping roughly 390,000 units, while IDC expects about 45,000 units in the last quarter of 2025.
- Shifting priorities, Apple is moving toward smart glasses and lower-priced Vision Pro headsets this year while planning AI-powered glasses later.
- Market contraction and Meta Platforms' Quest devices dominate roughly 80%, with Counterpoint Research noting the VR market fell 14%, and Vision Pro's shipments remain tiny compared to Apple's core hardware.
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26 Articles
26 Articles
The prices in the domestic market, measured by IGP Abiquim-FIPE, increased by 0.26% in July
·Brazil
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Apple Cuts Production of Vision Pro Headsets Due to Poor ...
·Washington, United States
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Analysts need Apple Vision Pro to be a flop, whether Apple considers it one or not
A new report on Apple Vision Pro filled with old data suggests the headset is a "rare failure" for Apple, that is, if you consider more than $157 million in revenue in a single quarter a failure.Reports on Apple Vision Pro's success are at odds with realityApple Vision Pro launched in February 2024 with a flashy, if heavy, exterior and exorbitant price. After a year of slow updates, minimal software support, and few native experiences, Apple man…
Coverage Details
Total News Sources26
Leaning Left1Leaning Right3Center4Last UpdatedBias Distribution50% Center
Bias Distribution
- 50% of the sources are Center
50% Center
13%
C 50%
R 37%
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