--- title: "Apple Pulls Back Vision Pro Production Amid Muted Demand" type: "News" locale: "en" url: "https://longbridge.com/en/news/271272141.md" description: "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." datetime: "2026-01-01T10:50:11.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/271272141.md) - [en](https://longbridge.com/en/news/271272141.md) - [zh-HK](https://longbridge.com/zh-HK/news/271272141.md) --- # Apple Pulls Back Vision Pro Production Amid Muted Demand iPhone maker Apple (AAPL) is cutting production and marketing for its Vision Pro headset amid lower-than-anticipated demand for its new device. Citing data from the research group International Data Corporation (IDC), the _Financial Times_ reported that the company's Chinese manufacturing partner, Luxshare, paused production of its "spatial computing" device at the beginning of 2025, as it failed to achieve the kind of robust success experienced by the iPhone and other devices. ### Claim 70% Off TipRanks This Holiday Season - Unlock hedge fund-level data and powerful investing tools for smarter, sharper decisions - Stay ahead of the market with the latest news and analysis and maximize your portfolio's potential ## **Apple's Vision Pro Sees Tepid Demand** 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. 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. It is worth noting that in October 2025, _The Information_ 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. 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. ## **What Is the Price Target for AAPL Stock?** 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. ### Related Stocks - [AAPL.US](https://longbridge.com/en/quote/AAPL.US.md) - [AAPB.US](https://longbridge.com/en/quote/AAPB.US.md) - [AAPD.US](https://longbridge.com/en/quote/AAPD.US.md) - [AAPU.US](https://longbridge.com/en/quote/AAPU.US.md) - [AAPX.US](https://longbridge.com/en/quote/AAPX.US.md) - [AAPY.US](https://longbridge.com/en/quote/AAPY.US.md) - [APLY.US](https://longbridge.com/en/quote/APLY.US.md) ## Related News & Research - [Atlas Wealth LLC Reduces Stake in Apple Inc. $AAPL](https://longbridge.com/en/news/294653023.md) - [Telegram says app restored on Apple's App Store](https://longbridge.com/en/news/294757751.md) - [Robert Bender & Associates trims Apple Inc stake](https://longbridge.com/en/news/294446719.md) - [Apple Gets Kicked Out of the $5 Trillion Club After Reporting Earnings. Are Fears Over Surging Memory Costs Overblown?](https://longbridge.com/en/news/294587353.md) - [Sterling Investment Advisors Ltd. Trims Stock Position in Apple Inc. $AAPL](https://longbridge.com/en/news/294327424.md)