Apple Vision Pro wasn’t exactly a hit, with rumours suggesting the mixed reality headset flopped harder than a fish out of water. This has reportedly decimated plans for a second generation, as the fruity brand instead turns its attention towards the budget market. A smart move, considering the eye-watering price of the original was perhaps the main contributing factor of its downfall.
The Information reports that Apple has shelved plans for a Vision Pro 2, or whatever it might’ve been called, amid lethargic sales. Adjusting expectations, the company apparently told one supplier to stop developing the next-gen model and that it has no intention of dipping its toe back into the premium market any time soon. For reference, the first headset cost $3,500, which is 438% more expensive than Meta Quest 3 despite not offering a great deal more to entice customers.
Rather than licking its wounds, rumours claim Apple is racing to make a budget model to plug the gap. We don’t know too much about the upcoming device besides its N109 codename and potential 2025 release date. Specs might include the same micro-OLED as its premium counterpart, but it’ll undoubtedly make some concessions to achieve a lower price point.
Although this is undoubtedly music to everyone’s ears, it’ll likely still cost a chunk more than most of the best VR headsets currently out there. The Information states Apple could target a price similar to that of its iPhone, placing it in the $1,000 to $1,500 range. Costing two or three times the current virtual reality champ could still put it in a tough spot, although the optics are far better than the company’s freshman outing.
Far from the end of Apple Vision Pro, the brand has already officially announced that it’s expanding the availability of its first-gen goggles beyond the United States. East Asian countries are next in line, getting the device on June 28, with pre-orders going live on the same day for the rest of the world. Time will tell whether other regions receive it better, but I wouldn’t place any bets there.
