2026-01-02 01:20:29

Major setback for spatial computing ambitions: Apple has dramatically cut Vision Pro production and slashed marketing budgets by over 95% in the past year as consumer adoption disappointed. The aggressive pullback signals a significant reality check for the mixed reality hardware space.

The numbers tell the story—when a company simultaneously cuts production sharply and nearly eliminates marketing spend, it's not a strategic pivot. It's a market correction. Vision Pro arrived with massive hype around the metaverse and spatial web narrative, yet real-world demand never materialized at the premium price point.

This has broader implications for the Web3 and metaverse ecosystem. Hardware adoption was supposed to be the catalyst that mainstream audiences would embrace VR/AR experiences. Instead, the gap between vision and execution remains massive. If Apple—with all its supply chain muscle and brand loyalty—struggles to move units, it raises hard questions about when mainstream consumers actually adopt this technology at scale.

The Vision Pro stumble matters because it reveals something about the current state of immersive tech: the underlying layer isn't ready yet. Or consumers simply don't see the killer app. Either way, metaverse believers who banked on hardware-driven adoption have some serious recalibrating to do.

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SorryRugPulled

· 1h ago

NGL Vision Pro this time really underperformed; we've all been brainwashed by marketing. Wait, Apple cut 95% of its marketing budget? Isn't that basically conceding defeat? Hardware without killer apps, no matter how much money is spent, can't be saved. The metaverse dream should wake up. Speaking of which, it's that same problem—great technology but little practical use; consumers just aren't interested. It's all fun and games, but this really shows that the path of Web3 hardware is not feasible. Let's be honest, bad news after bad news, endless. Even Apple can't handle it, let alone other manufacturers. My goodness, cutting the marketing budget so thoroughly... this really means there's no hope. It seems we've overestimated the real demand for spatial computing. Come on.

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LootboxPhobia

· 5h ago

Ha, yet another "world-changing" product dead in reality 95% of the marketing budget cut directly, something Apple can't even handle... what are we still dreaming about Really, Vision Pro is the true mirror to this wave of metaverse hype Where's the promised killer app? Wearing a headset for fifty thousand yuan to enter the metaverse? Wake up, everyone People don't really need your spatial computing, just saying A bunch of hype, and none of them have actually materialized... this is the current state of Web3

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AirdropF5Bro

· 5h ago

Haha, I knew it, Vision Pro is cooled off... Those who hyped the metaverse back then have nothing to say now. --- Basically, it's because the technology isn't mature enough, and consumers simply aren't interested. --- If Apple can't get it right, how can others play the game? --- This wave really poured cold water on the entire Web3, but who asked us to hype it so aggressively back then? --- Cut 95% of the marketing budget for production. This isn't a pivot, it's a surrender. --- I knew it, there are no killer apps at all. Why spend 3000 bucks on it? --- Metaverse believers need to think carefully. The hardware-driven approach probably won't work. --- Even the strongest supply chain can't save products that no one wants. The law of "delicious aroma" (Xiang Ding Law) is timeless. --- Big companies can't handle this cold reality, so we have to wait a bit longer, everyone.

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WhaleInTraining

· 5h ago

Ha, Vision Pro was directly knocked back to its original form. --- Another "world-changing" product has become inventory... 95% of the marketing budget was cut, just listen to these numbers. --- Basically, without a killer app, even the strongest brand can't save cold demand. --- Metaverse believers now need to figure out what's going on; hardware can't save the virtual world. --- Apple bet wrong this time, pouring cold water on the entire spatial computing field. --- From extreme optimism to urgent stop-loss, market correction is this brutal. --- The problem isn't hardware; it's that no one really needs this stuff... the story of spatial computing can't go on. --- If you ask me, I saw it coming long ago—buying a device without content for $3500? Wake up. --- The ecosystem isn't mature yet, and they want to sell hardware first; the order is reversed.

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BearWhisperGod

· 5h ago

Haha, stop bragging. The metaverse thing should have died long ago. --- Even Apple can't handle it, so what are you hoping for... Burning money to the end and no one buys in. --- Really, who would use $3500 glasses? This is just reality slapping you in the face. --- Wait, 95% of marketing budget? That means giving up, right? --- Web3 believers need to wake up. Hardware is not the way out at all. --- I knew it, killer apps don't exist at all, it's all self-indulgence. --- Even Apple, a big brand, has failed, which shows how serious the problem is... --- Spatial computing? More like a waste of money lmao. --- Before the ecosystem takes shape, no one should expect to cut leeks through hardware. Learn a lesson. --- Now I understand, the metaverse is just a hype concept, and Vision Pro is the coffin nail.

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BridgeJumper

· 5h ago

Ha, where's the promised metaverse? --- Things that even Apple can't handle, and you still want Web3 to take over? --- 95% of marketing budgets cut directly, this isn't adjustment, it's giving up --- Wait... Is Vision Pro really that disappointing? --- Laughing to death, killer apps haven't even appeared yet and they're already telling stories --- Hardware isn't ready yet and they're still hyping it, right --- Consumers have voted with their wallets, they just aren't buying it --- No matter how strong the supply chain is, it can't reverse the situation of no demand --- Now it's really time to rethink the metaverse narrative --- The older generation has fallen, how can the younger generation rise? Truly incredible

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DegenDreamer

· 5h ago

After all this time hyping the spatial web, Apple itself has given up. LOL --- Cut 95% of the marketing budget? Isn't that a tacit admission that Vision Pro is a flop? --- Metaverse believers should wake up. Hardware is not a silver bullet, guys. --- Basically, there's no killer app. No matter how good the hardware is, it's useless. --- Things Apple can't even handle, and you're still expecting someone to save immersive tech? --- Cut production in half and slash marketing by 95%. Is this a strategic adjustment? No, it's market slap in the face. --- Wait, so how are those all-in on spatial computing projects doing now? --- It feels like the entire metaverse narrative is collapsing. Nobody wants a $3000 headset. --- Forcing VR back from the hype cycle peak to reality—that's what's happening.

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