VR Future Seems Obscure: Apple, Meta Stops Production On Vision Pro, Mixed Reality Headsets

Just last week, Apple CEO Tim Cook acknowledged that the $3,500 device targets early adopters and isn't designed for mass-market appeal.

Apple Vision Pro carries an exorbitant price tag of $3,499.

Source : Apple

It seems virtual reality (VR) and mixed reality (XR) headsets are finding it hard to make an impact on the market as two tech giants - Apple and Meta - have decided to hit pause on production. 

Apple has reportedly reduced production of its Vision Pro mixed-reality headset, following low initial sales numbers, according to a recent report by The Information. Just last week, CEO Tim Cook acknowledged that the $3,500 device targets early adopters and isn't designed for mass-market appeal.

The scaled-back production is said to align with lower-than-expected demand, with inventory levels currently sufficient to meet orders. Sales projections from earlier this year suggested that Apple might fall short of 500,000 units sold by the end of 2024.

Industry sources, as cited by The Information, have speculated that Apple may release a more affordable version of the Vision Pro in 2025, possibly priced closer to $2,000. This model would feature a slower processor and less premium materials, allowing Apple to broaden its appeal without competing in the ultra-premium market.

Meta Scraps Apple-Rival Project

Meanwhile, Meta has also shifted its mixed-reality plans. Initial reports indicated that the social media giant was working on a high-end headset to rival Apple’s Vision Pro, potentially slated for a 2027 release. However, according to The Information, Meta has now scrapped the project altogether. Citing internal sources, the report states that Meta employees were directed to halt development on the premium headset during a recent review meeting.

Meta's CTO Andrew Bosworth addressed the decision, noting in a post on Threads that Meta frequently works on various prototypes, many of which don’t reach the production stage. "We have many prototypes in development at all times. But we don’t bring all of them to production. We move forward with some, we pass on others. Decisions like this happen all the time, and stories based on chatter about one individual decision will never get the real picture.," Bosworth stated.