Apple Cuts Vision Pro Production and Significantly Reduces Advertising Spend
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jan 04 2026
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Source: Benzinga
- Production Adjustment: Apple has significantly scaled back production and promotion of its Vision Pro headset due to sluggish sales, leading its Chinese manufacturing partner Luxshare to halt production early last year, reflecting a stark reality of insufficient market demand.
- Advertising Spend Reduction: The company has drastically cut its digital advertising spend in key markets, indicating a cautious outlook on the Vision Pro's market potential, which may impact brand visibility and future sales prospects.
- Increased Competitive Pressure: Despite Masimo's $634 million patent win against Apple, its quality score has dropped to 10.43, indicating a significant decline in operational efficiency that could affect its market competitiveness.
- Market Dynamics: CEO Tim Cook's purchase of Nike shares has drawn market attention, paralleling Tesla's rebound when public sentiment turned negative, potentially signaling a market bottom that investors should closely monitor.
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Analyst Views on AAPL
Wall Street analysts forecast AAPL stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for AAPL is 299.69 USD with a low forecast of 230.00 USD and a high forecast of 350.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
32 Analyst Rating
19 Buy
11 Hold
2 Sell
Moderate Buy
Current: 256.440
Low
230.00
Averages
299.69
High
350.00
Current: 256.440
Low
230.00
Averages
299.69
High
350.00
About AAPL
Apple Inc. designs, manufactures and markets smartphones, personal computers, tablets, wearables and accessories, and sells a variety of related services. Its product categories include iPhone, Mac, iPad, and Wearables, Home and Accessories. Its software platforms include iOS, iPadOS, macOS, watchOS, visionOS, and tvOS. Its services include advertising, AppleCare, cloud services, digital content and payment services. The Company operates various platforms, including the App Store, that allow customers to discover and download applications and digital content, such as books, music, video, games and podcasts. It also offers digital content through subscription-based services, including Apple Arcade, Apple Fitness+, Apple Music, Apple News+, and Apple TV+. Its products include iPhone 16 Pro, iPhone 16, iPhone 15, iPhone 14, iPhone SE, MacBook Air, MacBook Pro, iMac, Mac mini, Mac Studio, Mac Pro, iPad Pro, iPad Air, AirPods, AirPods Pro, AirPods Max, Apple TV, Apple Vision Pro and others.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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