<div id="readability-page-1"><p>iPhone maker Apple (AAPL) is cutting production and marketing for its Vision Pro headset amid lower-than-anticipated demand for its new device. <span>Citing data from <span>the research group International Data Corporation (IDC), the <em>Financial Times</em> reported that the company's Chinese manufacturing partner, Luxshare, paused production of its &#34;spatial computing&#34; device at the beginning of 2025, as it failed to achieve the kind of robust success experienced by the</span> iPhone </span>and other devices.</p><h3>Claim 70% Off TipRanks This Holiday Season</h3><ul><li>Unlock  hedge fund-level data  and  powerful investing tools  for smarter, sharper decisions  </li><li> Stay ahead of the market with  the latest news and analysis  and maximize your portfolio's potential</li></ul> <h2><strong>Apple's Vision Pro Sees Tepid Demand</strong></h2> <p>While Apple has not disclosed the volumes for its Vision Pro headset, IDC projects that the tech giant shipped only 45,000 units in the fourth quarter of 2025 during the crucial Christmas shopping season. In comparison, the company sells millions of its other hardware devices, such as iPhones, iPads, and MacBooks, each quarter. Apple sold 390,000 Vision Pro units in 2024, the year the new device was launched.</p> <p>The Vision Pro has been criticized for being heavy, supporting too few apps, and having a relatively low battery life. The demand for Vision Pro has also been impacted by the headset's high price tag (starting at $3499) and rivalry from cheaper devices, including Meta Platforms' (META) Quest (price tag of around $370). To address some of these issues, Apple rolled out an upgraded M5 version of the Vision Pro with enhanced battery life and a more powerful chip. Also, the company is expected to launch an affordable, lower specification version of the Vision Pro in 2026.</p> <p>It is worth noting that in October 2025, <em>The Information</em> reported that Apple had sharply cut down its Vision Pro production since early summer and could stop manufacturing the existing version of the headset by year-end.</p> <p>Also, the overall virtual reality headset market is facing weakness due to a lack of consumer interest. Amid this scenario, Apple has slashed its digital marketing spend for the Vision Pro by over 95%, according to market intelligence firm Sensor Tower. In fact, Meta Platforms has also significantly lowered its ad spend for its virtual reality device in 2025. Overall, the lackluster demand for Vision Pro doesn't bode well for Apple, which is under pressure due to the absence of any blockbuster innovation and rising competition in key markets.</p> <h2><strong>What Is the Price Target for AAPL Stock?</strong></h2> <p>Amid macro uncertainties and ongoing challenges, Wall Street has a Moderate Buy consensus rating on Apple stock based on 19 Buys, 10 Holds, and two Sell recommendations. The average AAPL stock price target of $299.10 indicates 10% upside potential. AAPL stock has risen 11.5% over the past year.</p></div>

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<p>Apple is reducing production and marketing for its Vision Pro headset due to lower-than-expected demand. Reports indicate that only 45,000 units were shipped in Q4 2025, compared to millions of other devices. Criticisms include its weight, limited app support, and high price of $3499. Apple has cut digital marketing spend by over 95% and plans to launch a lower-cost version in 2026. The overall VR market is weak, and Apple faces pressure from rising competition and a lack of innovation. Wall Street maintains a Moderate Buy rating for AAPL stock with a target of $299.10.</p>

- Apple is reducing production and marketing for its Vision Pro headset due to lower-than-expected demand, with only 45,000 units shipped in Q4 2025.  
- Production was paused by manufacturing partner Luxshare, as the device did not replicate the success of Apple's other products like the iPhone.  
- Additionally, high pricing and competition from cheaper alternatives have contributed to weak sales, prompting Apple to cut digital marketing spending and consider launching a lower-cost version.

Apple Pulls Back Vision Pro Production Amid Muted Demand