Apple was preparing a lower-cost version of the Vision Pro. But those plans are on the back burner as Apple turns its focus to developing a pair of smart glasses.
When Apple released the Vision Pro, it delivered some ground breaking technology. But Meta’s Quest headset has well and truly been beaten in the market. While the Quest doesn’t offer the same technological advancements as Vision Pro, its price tag makes it a far more attractive proposition for most buyers.
Meta has, again, beaten Apple to the market with its next generation smart glasses. The USD$799 Meta Ray-Ban Display smart glasses put a built-in display in front of wearers that can be controlled using hand gestures. That works by using a wristband that the company says is powered by neural technology.
Once again, Apple is found paying catch up. Bloomberg’s Mark Gurman says:
The company had been preparing a cheaper, lighter variant of its headset — code-named N100 — for release in 2027. But Apple announced internally last week that it’s moving staff from that project to accelerate work on glasses, according to people with knowledge of the matter.
History tells us that Apple has rarely been a first mover in most technology categories. The iPod was not the first portable music player. The iPhone was not the first smartphone and the iPad was not the first tablet. But when Apple does successfully enter a market, it does so by bringing something new that redefines customer expectations.
Apple has not been able to do that with its augmented and virtual reality efforts.
This change in direction feels like Apple is caught in a game of catch up. Unlike its challenges with AI, there are no obvious partners for Apple to work with to help it compete.
Anthony is the founder of Australian Apple News. He is a long-time Apple user and former editor of Australian Macworld. He has contributed to many technology magazines and newspapers as well as appearing regularly on radio and occasionally on TV.