Apple’s first-generation Vision Pro headset, unveiled earlier this year as the company's most ambitious foray into mixed reality, has reportedly ceased production. According to the USA-based website MacRumors, the device faced production cuts and waning demand, leading to speculation that manufacturing has been halted entirely.

Reports from MacRumors indicate that Apple began reducing production levels in early summer. By October, its assembler, Luxshare, was producing only 1,000 units daily—a 50 per cent reduction from the peak output earlier in the year. By November, Apple allegedly directed Luxshare to completely cease production.

Inventory management and strategic pause

Apple is believed to have stockpiled between 500,000 and 600,000 units, a volume expected to satisfy demand through 2025. Additionally, warehouses reportedly hold tens of thousands of undelivered components, signalling Apple’s deliberate decision to halt production while avoiding an excessive surplus.

Struggles with price and content

The Vision Pro’s steep price tag of $3,499 and its limited content ecosystem have hindered its market adoption. Described by CEO Tim Cook as an "early-adopter product," the device was targeted at tech enthusiasts rather than mainstream consumers, further narrowing its appeal.

Shifting the focus to affordable alternatives

In response to the Vision Pro’s challenges, Apple is reportedly redirecting efforts toward developing a more affordable mixed-reality headset. This strategic pivot suggests the company is seeking to broaden its audience and better align its offerings with consumer expectations.