Recently, Apple unveiled its groundbreaking augmented reality headset, the $3,499 Apple Vision Pro, marking a significant milestone in AR technology. However, the company is already working diligently on several follow-up models that promise to enhance user experience and accessibility.
According to Bloomberg’s Mark Gurman, who shared insights in the latest edition of his Power On newsletter, Apple is planning to introduce a more affordable version of the Vision Pro headset. Gurman speculates on various strategies the company could employ to reduce the hefty price tag. These strategies may include integrating lower-quality displays, utilizing a less powerful chip than the Vision Pro’s M2—potentially an older Mac chip or even an iPhone-grade processor—reducing the number of cameras, and simplifying the headband design. Notably, Gurman emphasizes that Apple would maintain the integrity of the Vision Pro’s exterior, including the innovative “EyeSight” display and the advanced eye- and hand-tracking systems.
Apple Vision Pro: 6 points we like and also 3 we do not
The prospect of a less expensive alternative to the Vision Pro is exciting news for consumers who find the current pricing prohibitive. However, the anticipated launch timeline for this new headset is somewhat disappointing. Gurman indicates that Apple plans to release this more budget-friendly version “as early as the end of 2025,” which means potential buyers will need to wait patiently for a considerable period.
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In addition to the affordable version, Apple is reportedly developing an upgraded model of the Vision Pro that will feature an even faster processor. However, it’s important to note that this version may not be any more affordable than the original. While a specific launch date remains unconfirmed, next year’s WWDC appears to be a promising opportunity for Apple to unveil this enhanced iteration to the public.
Significantly, Gurman points out that the Vision Pro’s production costs are remarkably high, with the retail price of $3,499 being “at or near the cost to make it.” This highlights the challenges Apple faces in balancing quality, innovative features, and consumer pricing.
I’ve recently stated that the Vision Pro is currently priced too high to reach a broad audience, and it represents just the first phase of Apple’s multi-year strategy to dominate the augmented reality market. As Gurman aptly puts it, “at $3,500, Apple Inc.’s Vision Pro isn’t priced to sell.” The journey ahead is lengthy; if consumers have to wait two and a half years or more for a more affordable version, there’s a risk that excitement may fade and competitors could catch up in this rapidly evolving space.
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