Apple’s ambitious plans for its mixed-reality headset lineup have hit a snag. According to industry sources, the highly anticipated Vision Pro 2 development has been reportedly halted due to disappointing sales figures for the original Vision Pro. However, this news comes with a silver lining, as Apple is said to prioritize developing a more affordable AR headset for a late 2025 launch.
The first-generation Vision Pro, unveiled at WWDC 2023, aimed to be a premium “spatial computer,” offering users a gateway to both augmented reality (AR) and virtual reality (VR) experiences. Despite its powerful specs and sleek design, the hefty price tag of $3,499 (for the base model) proved to be a significant barrier to entry for many consumers. This, coupled with a market still in its nascent stages, resulted in sluggish sales that reportedly fell short of Apple’s expectations.
The Information, citing sources within the company’s supply chain, first reported the halt in development for the Vision Pro 2. This decision reflects a strategic shift by Apple, prioritizing a broader market capture over a niche, high-end product. Analysts believe Apple is re-evaluating its AR/VR headsets approach, recognizing the need for a more accessible price point to attract a wider audience.
While details are still under wraps, rumors suggest the upcoming headset will be a more affordable version of the Vision Pro, likely with a scaled-back feature set. This could involve compromises in processing power, resolution, or even including AR and VR functionalities. Apple reportedly aims for a price tag of around $1,500, a significant reduction that could make the technology more enticing to a mainstream audience.
This shift in strategy aligns with Apple’s historical approach to new product categories. The company often starts with a premium offering to establish a foothold in the market before introducing more affordable options to broaden its reach. This strategy has proven successful with products like the iPhone and Apple Watch and could pave the way for broader AR/VR technology adoption.
Developing a budget-friendly AR headset indicates Apple’s long-term commitment to the mixed-reality space. While the current market may not be ready for a high-end device like the Vision Pro 2, Apple is investing in the future of this technology. By making AR/VR more accessible, Apple can foster a more extensive user base and encourage the development of AR/VR applications across various sectors.
The success of Apple’s future AR/VR endeavors will hinge on several factors. Striking the right balance between affordability and functionality will be crucial. Additionally, Apple must cultivate a compelling app ecosystem to entice users and justify the investment in the hardware.
While the news of the Vision Pro 2’s halt might disappoint some, it signifies Apple’s agility and willingness to adapt to market realities. The upcoming, more affordable headset has the potential to be a game-changer, accelerating the adoption of AR/VR technology and shaping the future of this exciting space.
