A rare failure for Apple.

Users try on the Apple Vision Pro in a store in Beijing, China. Photo: Shutterstock .

After nearly two years on the market, the Vision Pro smart glasses have yet to find a foothold. This rare failure has led Apple to significantly scale back production and marketing budget for the product.

According to market research firm IDC , Apple only sold 390,000 Vision Pro units in 2024. Partner Luxshare is believed to have ceased production of the device from the beginning of 2025.

In the US and UK markets, data from Sensor Tower shows that Apple has cut its digital product advertising budget by more than 95%.

According to the FT , these moves indicate a significant drop in user demand for the Vision Pro. Upon its launch, the product was expected to be a breakthrough, generating new revenue for Apple beyond the iPhone.

Although Apple doesn't disclose specific sales figures, IDC predicts the company will only sell around 45,000 Vision Pro units in Q4 2025, including the Christmas shopping season. This contrasts sharply with the millions of iPhones, iPads, and MacBooks sold each quarter.

The Vision Pro is officially sold by Apple in 13 countries. Throughout 2025, the device will not be distributed to any new markets.

"Arguably, the price, design, and lack of supporting apps on visionOS are the reasons why Vision Pro is selling poorly," said analyst Erik Woodring from Morgan Stanley.

Reviews indicate that the Vision Pro is heavy and bulky, uncomfortable to wear for extended periods, not to mention its relatively short battery life.

In October 2025, Apple upgraded the Vision Pro with the M5 processor, extended battery life, and a new headband to address eye strain. Rumors suggest the company plans to release a cheaper, lower-spec version of the glasses this year.

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Apple has not yet released specific sales figures for the Vision Pro. Photo: The Huntington News .

Not only Vision Pro, but devices with similar designs are also failing to attract users. According to Counterpoint Research , the virtual reality (VR) market is projected to decline by 14% in the first half of 2025 compared to the same period last year.

In terms of market share, Meta holds approximately 80% with its Quest line of glasses. Compared to Vision Pro, Meta Quest is cheaper but less technologically advanced. Even Meta is significantly cutting its product advertising budget in 2025, according to FT .

Analysts believe Apple faces significant challenges in developing sufficiently compelling applications. However, the low number of Vision Pro users makes it difficult for the company to convince app developers.

Apple says there are currently around 3,000 apps designed specifically for Vision Pro. This number is significantly lower than the tens of thousands of apps available on the iPhone each year since the App Store launched in 2008.

The Appfigures research team noted that the range of applications supporting Vision Pro also includes apps serving specialized industries. In the business environment, Apple's glasses attract customers for specific purposes, such as surgery and pilot training.