--- title: "Fourth quarter shipment estimates plummet to 45,000 units, Apple plans to reduce Vision Pro production scale" type: "News" locale: "zh-CN" url: "https://longbridge.com/zh-CN/news/271326366.md" description: "Due to weak consumer demand, Apple has scaled back the production and marketing of the Vision Pro headset. Shipments are expected to drop to 45,000 units by the fourth quarter of 2025. Apple has significantly reduced digital advertising spending in markets such as the United States and the United Kingdom and has no plans to expand into other markets. The high price of the Vision Pro and some design flaws have faced criticism. Apple plans to launch an upgraded M5 to address some issues and is expected to introduce a lower-priced version. The overall virtual reality market is shrinking, with Meta's Quest headset holding about 80% market share" datetime: "2026-01-02T11:09:04.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/271326366.md) - [en](https://longbridge.com/en/news/271326366.md) - [zh-HK](https://longbridge.com/zh-HK/news/271326366.md) --- > 支持的语言: [English](https://longbridge.com/en/news/271326366.md) | [繁體中文](https://longbridge.com/zh-HK/news/271326366.md) # Fourth quarter shipment estimates plummet to 45,000 units, Apple plans to reduce Vision Pro production scale According to reports from two market intelligence companies, due to weak consumer demand, Apple Inc. (AAPL.US) has scaled back the production and marketing of its Vision Pro headset. According to data from International Data Corporation (IDC), Apple's manufacturing partner in China, Luxshare Precision, stopped production of the Vision Pro at the beginning of last year. In 2024 (the year the device is released), its shipment volume is expected to be 390,000 units. IDC predicts that Apple will only deliver 45,000 new units in the fourth quarter of 2025 (including the busy holiday shopping season). According to data from Sensor Tower, the tech giant has also significantly reduced its digital advertising spending for the Vision Pro in markets such as the United States and the United Kingdom. Apple directly sells the headset in 13 countries but has not expanded it to other markets in 2025. With a starting price of $3,499, the Vision Pro is considered too expensive by many. Critics also point out that the headset is relatively heavy, uncomfortable to wear, has a shorter battery life, and limited application software. Apple is attempting to address some of these issues by launching an upgraded M5 version in October, which extends battery life and features a new headband design. Apple is expected to release a lower-priced, lower-spec version later this year. According to data from Counterpoint Research, virtual reality headsets generally face challenges in attracting consumer interest, with the overall market size shrinking by 14% year-on-year. Currently, about 80% of the market share is held by Meta (META.US) with its Quest headset, which has a starting price of around $370 and is less advanced. Even so, Meta has also reduced its digital marketing spending for its headset products over the past year ### 相关股票 - [Apple (AAPL.US)](https://longbridge.com/zh-CN/quote/AAPL.US.md) - [GraniteShares 2x Long AAPL Daily ETF (AAPB.US)](https://longbridge.com/zh-CN/quote/AAPB.US.md) - [Direxion Daily AAPL Bear 1x Shares (AAPD.US)](https://longbridge.com/zh-CN/quote/AAPD.US.md) - [Direxion Daily AAPL Bull 2X Shares (AAPU.US)](https://longbridge.com/zh-CN/quote/AAPU.US.md) - [T-Rex 2X Long Apple Daily Target ETF (AAPX.US)](https://longbridge.com/zh-CN/quote/AAPX.US.md) - [Kurv Yield Premium Strategy Apple Aapl ETF (AAPY.US)](https://longbridge.com/zh-CN/quote/AAPY.US.md) - [YieldMax AAPL Option Income Strategy ETF (APLY.US)](https://longbridge.com/zh-CN/quote/APLY.US.md) ## 相关资讯与研究 - [Apple Intelligence briefly appears in Chinese mainland before withdrawal](https://longbridge.com/zh-CN/news/281116116.md) - [Baker Tilly Wealth Management LLC Has $7.69 Million Stock Holdings in Apple Inc. $AAPL](https://longbridge.com/zh-CN/news/280900022.md) - [Meta integrated ai into the core of its risk review program - website](https://longbridge.com/zh-CN/news/281190495.md) - [Meta Introducing Our First Ai Glasses Built For Prescriptions](https://longbridge.com/zh-CN/news/281195955.md) - [Meta Platforms, Inc. $META Shares Purchased by InTrack Investment Management Inc](https://longbridge.com/zh-CN/news/281622493.md)