Apple is reportedly putting its plans for a next-generation high-end VR headset on hold, according to The Information. Instead, the company is prioritizing the development of a more affordable VR headset slated for release by the end of 2025.
This shift in strategy comes despite Apple recently expanding the availability of its current high-end headset, the Vision Pro, to eight new countries and showcasing upcoming software updates for it at WWDC 2024.
Targeting a Broader Market
The new, cheaper model is expected to have a target price of around $1,500, significantly lower than the current Vision Pro’s price tag of $3,500. This lower price point positions Apple to compete more directly with VR headsets like the Meta Quest, potentially reaching a wider audience.
Scaling Back on High-End Model
The Information’s report suggests Apple initially planned multiple Vision models, but development for the high-end second-generation Vision Pro has been paused. This move reflects Apple’s strategic shift towards affordability in the VR market.
Several factors seem to be contributing to this decision. Reduced staffing for the high-end model over the past year hints at a gradual shift in focus. Additionally, despite efforts to cut costs without sacrificing quality, Apple is reportedly facing engineering challenges, particularly in reducing the weight of the headset – a common criticism of the Vision Pro.
Focus on Core Features
Mark Gurman’s previous report aligns with this shift in strategy. He mentioned Apple’s development of a more affordable headset, potentially named Apple Vision or Apple Vision One. This model would reportedly focus on reducing costs with simpler components while retaining core features like eye-tracking and spatial audio.
Cautious Optimism and Future Plans
Production forecasts from suppliers suggest Apple is approaching this new venture with cautious optimism. The company is reportedly planning to manufacture fewer than 500,000 Vision Pro units this year.
While Apple might revisit the high-end VR market in the future, current indications point towards a focus on affordability in the short term. This more accessible VR headset could potentially help Apple establish a stronger foothold in the VR market and attract a wider range of consumers.
