Apple Shifts Focus to Affordable AR Headset, Suspends Vision Pro 2 Development
In a surprising move, tech giant Apple has reportedly halted the development of its second-generation augmented reality (AR) headset, the Vision Pro 2. Instead, the company is now focusing on a more affordable version of the headset, expected to launch in late 2025.
This strategic shift comes in response to the relatively slow sales of the first-generation Vision Pro, which launched earlier this year with a hefty price tag of $3,499. While the Vision Pro boasts impressive features and cutting-edge technology, its high cost has limited its appeal to a niche market of early adopters and tech enthusiasts.
According to sources familiar with the matter, Apple has been gradually reducing the number of employees working on the Vision Pro 2 project. The company has also informed at least one supplier that work on the second-generation headset has been suspended indefinitely.
This decision underscores Apple’s recognition of the need to make AR technology more accessible to a wider audience. The company is now aiming to capture a broader market share by offering a more affordable headset that retains some of the key features of the Vision Pro, albeit with a few compromises to reduce costs.
The upcoming cheaper Vision headset is expected to feature a similar high-end display as the Pro model but may skimp on other aspects, such as the headband design, speakers, and the number of cameras. Nevertheless, Apple is reportedly striving to strike a balance between affordability and functionality, ensuring that the cheaper headset still delivers a compelling AR experience.
While details about the exact pricing of the upcoming headset remain unclear, some industry analysts speculate that Apple may be targeting a price point of around $1,500. This would make the headset significantly more affordable than the Vision Pro, potentially attracting a much larger customer base.
The suspension of the Vision Pro 2 development is a notable departure from Apple’s usual product strategy, which typically prioritizes high-end offerings. However, the move reflects the company’s willingness to adapt to market realities and prioritize long-term growth in the burgeoning AR market.
It’s worth noting that the decision to halt the Vision Pro 2 development doesn’t necessarily mean the project is canceled entirely. Apple could potentially resume work on the second-generation headset in the future, depending on market conditions and technological advancements.
For now, Apple’s focus is on expanding its AR ecosystem and making the technology more accessible to consumers. The company’s upcoming affordable headset is expected to play a crucial role in achieving this goal, potentially paving the way for wider adoption of AR in the mainstream market.
