Apple Significantly Reduces Vision Pro Advertising Budget Amid Weak Sales

Apple has taken decisive action in response to lower-than-expected consumer demand for its Vision Pro mixed reality headset by drastically reducing its advertising budget for the device. This strategic shift comes as the company adjusts its expectations and production plans in light of a challenging market environment for virtual and mixed reality products.

Launched in 2024, the Vision Pro was introduced as Apple's flagship entry into the mixed reality market, featuring advanced capabilities such as immersive 4K displays, intuitive hand and eye tracking, and seamless integration within the Apple ecosystem. The headset was positioned as a high-end device, setting itself apart from competitors through its premium features and price point.

Despite the initial optimism, industry analysts and Apple had projected sales of around half a million units by 2025. However, actual sales figures have fallen short of these forecasts. Since its introduction, only approximately 390,000 units have reportedly been sold, with the latest model, the Vision Pro M5, accounting for just 45,000 units during the recent holiday season. These numbers highlight a significant gap between anticipated and actual consumer uptake.

In response, Apple has implemented a substantial reduction in its marketing expenditure for the Vision Pro. Reports indicate that in key markets such as the United States and the United Kingdom, advertising budgets for the device have been cut by over 95%. This move reflects a shift in focus as the company reassesses the commercial prospects of its mixed reality offerings.

Alongside the marketing cuts, Apple has also revised its production strategies. Industry sources suggest that the company has scaled back manufacturing volumes for the Vision Pro line. Production of the M2 model has reportedly ceased for a period, while the newer M5 model was introduced with enhancements such as a faster processor and improved comfort features in an effort to stimulate demand.

The situation with the Vision Pro is indicative of broader challenges facing the virtual and mixed reality sector. The global market for VR headsets experienced a contraction of around 14% in 2025, according to industry data. Meta continues to lead the market with its Quest series, holding a dominant share of over 80%. While Meta's devices are generally more affordable, they offer different feature sets compared to the Vision Pro. Even Meta has reduced its marketing spend in response to changing market dynamics.

Other technology firms are also navigating a volatile landscape, with competitors introducing new devices and alternative platforms. For instance, Samsung recently launched a mixed reality headset powered by Android XR, aiming to capture a segment of the market interested in alternatives to Apple and Meta.

Apple's recalibration of its Vision Pro strategy underscores the complexities of establishing a foothold in the emerging mixed reality space. With evolving consumer preferences and heightened competition, the company's latest steps are aimed at realigning its resources and expectations to the realities of the current market.