Apple has scaled back manufacturing and marketing efforts around its Vision Pro headset, as the $4tn tech giant suffers a rare failure to draw consumers to a new device.
The company’s Chinese manufacturing partner Luxshare halted production of its “spatial computing” device at the start of last year, according to the market research group International Data Corporation, having shipped 390,000 units in 2024 during the Vision Pro’s launch.
Apple has also reduced digital advertising spending for the headset by more than 95 per cent in the year to date in markets including the US and UK, according to market intelligence group Sensor Tower.
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