Apple has reportedly made substantial cuts to the production and marketing of its Vision Pro mixed-reality headset following weaker-than-anticipated sales during the crucial Q4 2025 holiday season. According to IDC estimates, Apple shipped only around 45,000 new Vision Pro units in the final quarter of 2025, a stark contrast to the millions of iPhones, iPads, and MacBooks sold in the same period. Luxshare, Apple's Chinese manufacturing partner, reportedly halted production of the high-end headset at the start of 2025, with Apple itself also scaling back its production efforts. The primary reasons cited for the Vision Pro's struggle include its hefty $3,500 price tag, the device's bulky design leading to discomfort during extended use, and a limited ecosystem of native applications. Furthermore, Apple drastically reduced digital advertising spending for the Vision Pro by over 95% year-over-year in key markets like the US and UK, as reported by Sensor Tower. This reduction in marketing, coupled with the slow international rollout in 2025, further hampered its market reach. Analysts from Morgan Stanley noted that the cost, form factor, and lack of VisionOS native apps are fundamental reasons why the Vision Pro failed to achieve broad appeal. The challenges for the Vision Pro also reflect a broader weakness in the virtual reality market, which saw a 14% year-on-year decline in global VR headset shipments, with Meta's significantly cheaper Quest headsets dominating the sector.