Apple Vision Pro Marketing Budget Slashed 95%: Is This the End for Apple's AR Headset?

The first-generation Apple Vision Pro had garnered a poor reception as its ludicrously high price tag, bulky exterior, and lack of expanded use cases didn't generate much traction. In fact, the $3,499 headset was previously reported to have shipped less than 500,000 units, with Apple said to have informed its suppliers not to assemble any additional devices after 2024 ends. Unfortunately, the situation hasn't improved for the M5 Vision Pro either, with the 'less than stellar' sales forcing Cupertino to slash the online advertising budget by 95 percent in multiple countries.

Sales of the Apple Vision Pro haven't been disclosed, but one market research firm predicts that shipments remained at 45,000 units even during the peak season at the end of 2025

Not every product from Apple will ship in millions, and according to Financial Times, which accumulated data from market intelligence group Sensor Tower, the marketing budget has been reduced by 95 percent in major countries, including the U.S. and U.K. The technology giant hasn't disclosed the official shipment figures for the Apple Vision Pro, but another market research firm, IDC, projects that the figure will remain at 45,000 units even during the peak season at the end of 2025.

IDC also estimates that Luxshare, Apple's contract manufacturer in China, halted production early last year after supplying around 390,000 units in 2024. At this time, the Vision Pro is only available in 13 countries, but the company has yet to expand its launch in other regions since last year, likely because it anticipates that it won't garner sufficient sales. Then again, Apple CEO Tim Cook has previously stated that its expensive head-mounted wearable is not a technology made for the masses, with Bloomberg's Mark Gurman attributing the poor sales to the high price tag and increased weight.

He also mentions that delaying key features for the Apple Vision Pro will not improve its growth. To help with the shipments part, the company was reported to be developing a more affordable model called Vision Air that was tipped for a 2027 launch. Unfortunately, those plans may be scrapped because Samsung has reportedly stopped developing the displays for the device. Fortunately, Apple has few things to worry about because its iPhone 17 series is selling in droves, offsetting the poor sales of the Vision Pro.