Apple’s foray into mixed reality with the Vision Pro seems to have hit an early snag. Recent reports of production cuts and leadership changes paint a picture of a product struggling to gain traction. And now, according to Mark Gurman in his “Power On” newsletter on Bloomberg, Apple’s focus for the next couple of years is shifting towards software updates and international expansion of the Vision Pro rather than launching the Vision Pro 2.
The news comes amidst a flurry of activity in the tech world. Google recently restructured its leadership to prioritize hardware and software integration perhaps to mirror Apple’s successful model. This move suggests Google is ready to take a more serious shot at the smartphone and mixed reality markets, potentially posing a bigger threat to Apple’s dominance.
Meanwhile, Meta, another major player in the mixed reality space, has made a strategic shift. By opening up its Horizon VR operating system to other manufacturers, they’re adopting an approach similar to Android and Windows. This move will potentially accelerate headset adoption and challenge Apple.
Apple shelves Vision Pro 2 plans until late 2026
So, what does this mean for the Vision Pro? According to Gurman, Apple has shelved plans for the Vision Pro 2 until late 2026. While a software update, visionOS 2.0, is expected this year, it likely won’t be a game-changer. Instead, Apple seems focused on expanding the device’s reach, with an imminent launch in China on the horizon. This extended wait for a new Vision Pro model presents a golden opportunity for competitors. Google, with its revamped leadership structure, and Meta, with its open-source VR operating system, are the two best-placed companies to make a mark in mixed reality.
Meanwhile, Apple appears to be grappling with the high cost of the Vision Pro, a major barrier to its wider adoption. So the company will be occupied with bringing down the price tag.
While the Vision Pro currently holds the title of the most advanced mixed reality headset, its high price tag and delayed next-gen model have opened the door for rivals to make their mark. This is still the early innings of the mixed reality game, and it’ll be fascinating to see how Apple responds to the changing landscape and maintains its position in this evolving market.
2024-04-30 15:08:23