Vision Pro Alternatives: Apple Prioritizes Smart Glasses
- Apple is reallocating resources to develop a more affordable pair of augmented reality (AR) glasses, according to a report by Bloomberg.
- The company has reportedly paused active development on the lighter Vision Pro, redirecting staff to the AR glasses project.
- Apple is also investing heavily in the development of specialized chips to power these new devices, as well as future Macs and AI servers.
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Apple Shifts Focus to affordable AR Glasses, Delays Lighter Vision Pro
Table of Contents
Apple’s changing XR Strategy
Apple is reallocating resources to develop a more affordable pair of augmented reality (AR) glasses, according to a report by Bloomberg. This move signals a shift in the company’s extended reality (XR) strategy,prioritizing a lower-cost entry point into the AR market over a lighter version of the current Vision Pro headset.
The company has reportedly paused active development on the lighter Vision Pro, redirecting staff to the AR glasses project. previously, Apple had been aiming for a 2027 launch for the lighter headset, as The Verge reported. This decision comes amid signs of slowing demand for the original,high-end Vision Pro.
Chip Development adn Future Hardware
Apple is also investing heavily in the development of specialized chips to power these new devices, as well as future Macs and AI servers. This was previously reported by Bloomberg, highlighting Apple’s commitment to vertical integration and controlling the core technology within its hardware ecosystem.
While the lighter Vision Pro has been put on hold, Apple is still working on a refresh of the original Vision Pro. Regulatory filings indicate a new version is in development, described by Bloomberg as a “modest refresh” potentially launching by the end of 2024. This suggests Apple isn’t abandoning the high-end XR market entirely, but is focusing on incremental improvements while pursuing the more accessible AR glasses.
Production Adjustments and Market Context
Apple has already scaled back production of the original Vision Pro, likely in response to lower-then-expected sales. The high price point ($3,499) has been a notable barrier to entry for many consumers. the move towards more affordable AR glasses reflects a recognition of the need to broaden the appeal of XR technology.
The AR glasses are expected to be significantly cheaper than the vision Pro, potentially positioning them as a competitor to existing AR glasses like those from Meta and XREAL. This shift could open up the AR market to a much wider audience.