Meta had plans to bring a premium mixed reality headset to market, likely in response to demand Apple Vision Pro. However, according to the latest report, the company’s CEO Mark Zuckerberg told his employees to abandon all the work they had done after a product review meeting. The CEO was likely observing how well Apple’s $3,499 AR headset was performing in various regions, and seeing how the device had has not yet surpassed 100,000 shipments in the USZuckerberg may have predicted that Meta’s offering would suffer the same fate.
Meta’s Apple Vision Pro competitor was supposed to have a $1,000 price target, but was expected to launch in a few years
With development work abandoned, The Information reports that Meta will move forward with its work on the Quest 4, which will serve as the direct successor to the Quest 3 as the company aims to strengthen its footprint in the affordable mixed reality headset market. As for the Apple Vision Pro competitor, it is expected to feature high-resolution micro-OLED panels, which is the same technology incorporated into the Cupertino company’s headset.
While Meta reportedly intended to sell its head-mounted wearable for around $1,000, the insane cost of micro-OLED panels reportedly forced the company to charge customers more. As a reminder, the Apple Vision Pro was estimated to cost cost $1,500 to makewith the two micro-OLED panels alone reportedly stamped with a $456 price tag. A launch was previously expected to take place in 2027, but that appears to be out of the question.
Even the Meta Quest Pro, which launched at $1,499, failed to gain the traction it needed, and as a result, consumers quickly forgot about it. It’s safe to assume that expensive AR headsets haven’t found a foothold in the market yet, so Apple is reportedly focusing on a lower-cost version expected to arrive sometime in 2025. Unfortunately, the company is fighting to lower the price without removing some critical features.
TF International Securities analyst Ming-Chi Kuo previously pointed out that even if Apple managed to overcome the pricing problem, it did not negate the fact that provides limited utility to the userforcing them to return it after a few attempts. The same funds can be invested in another product that provides them with more value, such as an iPhone or a MacBook.
Meta has likely recognized this consumer behavior and is focused on releasing mixed reality headsets that are less of a burden on an individual’s finances. The company is also focusing on improving its software, and with the addition of programs, future releases could broaden consumer appeal.
News source: The information