The Vision Stalls: Why Apple is Quietly Pulling the Plug on Vision Pro Production

According to a Bloomberg report cited in the piece, Apple has significantly scaled back production targets for the Vision Pro and is trimming its marketing budget as the device moves from launch hype to slower sales reality.

The Vision Pro, a $3,499 mixed-reality headset, has faced a severe sales chill after the initial excitement wore off, with supply-chain sources saying Luxshare has been instructed to sharply reduce output and current inventory levels are said to be sufficient to meet demand through the end of 2026. The article notes that retail displays have been downsized and marketing resources redirected toward promoting the generative AI features of the upcoming iPhone 17, reflecting a shift in priorities away from Vision Pro.

It also highlights that, despite praise for its Micro-OLED displays and M-series chips, the device’s weight, lack of a killer app, and the high price have kept it limited to a niche, especially with Meta’s lighter Quest 3S entering the market at a fraction of Vision Pro’s cost.

Apple’s development teams are reportedly focused on a lower-cost model, codenamed N107, potentially dubbed Apple Vision or Vision Air, which could debut in early 2027 and aim for a price of $1,500–$2,000, potentially removing the external EyeSight display and using lower-resolution panels and iPhone-class chips.