The world of mixed reality headsets is facing a potential shakeup with news surrounding Apple’s plans for its Vision Pro line. While the first-generation device recently celebrated its first anniversary, new reports suggest Apple might be hitting the brakes on its high-end ambitions for the next edition. Let’s delve deeper into this development and its implications for the current VR and MR landscape.
Vision Pro sales
The catalyst for this shift seems to be the reported sluggish sales of the $3,500 Vision Pro. Analyst Ming-Chi Kuo previously indicated a decline in sales, and a new report from The Information suggests Apple has halted development of the next-gen Vision Pro 2. This could be a strategic move to address concerns about the high price point, which many consider a barrier to wider audience adoption.
Instead of doubling down on the premium segment, Apple appears to be prioritizing a more affordable version of the Vision headset. This budget-friendly model, targeted for release before the end of 2025, is expected to have a stripped-down feature set compared to its pricier sibling. This strategy aligns with Apple’s past successes, where they often introduce a “Pro” version alongside a more accessible base model.
While The Information’s report is not yet confirmed, it does raise intriguing questions about Apple’s plans for MR. We should also consider the recent global launch announcement for the Vision Pro, alongside its software update with new features. These moves suggest Apple isn’t completely abandoning the current device. Vision Pro in the UK and Canada is just around the corner.
Market impact and competitors
Apple’s potential retreat from the high-end MR space could have ripple effects on the entire market. Competitors like Meta. with its rumored Quest Pro 2, and Samsung, with its upcoming XR/VR headset, might face less pressure to push the boundaries of additional features and price. This could potentially slow down innovation in the high-end segment, but we don’t expect them to slow down overall, especially in the gaming market which brands like Meta have on lock.
However, there’s a potential silver lining. Meta recently announced opening up its Horizon OS, the software powering the Quest series, to other manufacturers like Lenovo and ASUS. This could lead to more diverse offerings in the MR market, creating more competition and potentially driving down prices further.
Is affordability the way to go?
By offering a more accessible Vision headset, Apple might be laying the groundwork for a future upgrade path. This could potentially lead to a Vision Pro 2 or a successor to the current high-end model. However, that future development will likely depend on the success of this new, budget-friendly iteration.
Overall, the MR space now finds itself at a crossroads, and Apple’s reported shift towards affordability is a major new development. Whether this move will lead to a more affordable MR market or simply minimize new features remains to be seen. We’ll have to wait and see how the more affordable Vision headset performs and how it shapes Apple’s plans for mixed reality.
