Apple’s mixed reality headset has been getting a lot of attention since its launch, particularly because of its high price of $3,499 (3,999 euros in France). It’s an open secret, but the Cupertino company is already preparing for the future with a strategy aimed at making this technology more accessible. According to the latest analyzes of TrendForcethe Cupertino company is preparing an ambitious strategy to make its technology accessible to a wider audience, while maintaining its premium positioning in the high-end segment.
A new generation optimized Vision Pro
The next Vision Pro, expected in 2026, should see its price drop thanks to several production optimizations. Apple is particularly considering diversifying its component suppliers beyond Sony, which would reduce manufacturing costs. Despite this search for savings, the headset will retain its high-end features, including a screen offering a resolution greater than 3,000 pixels per inch.
Tim Cook himself acknowledged that the current Vision Pro was not a mainstream product, calling it “a product for early adopters.” This strategy nevertheless seems to be bearing fruit since the device has already captured 5% of the VR/MR headset market.
A more accessible “Vision” model in preparation
The real democratization could come from a second model, probably simply named “Apple Vision”. This mainstream version would focus on accessibility and cost efficiency as main priorities. To achieve this, Apple could opt for OLED screens on glass or LCD with LTPO technology, offering a good compromise between performance and price.
This two-tier strategy is reminiscent of Apple’s approach to other product segments, such as iPhones or MacBooks. It would allow the company to reach both the premium and consumer markets, thus strengthening its position in the world of mixed reality.
Interestingly, this approach is already influencing the market, as evidenced by Meta’s strategy of accelerating the launch of its Quest 3S business model while suspending development of the Quest Pro 2. The Vision Pro has also helped redefine the VR/MR use cases, moving from simple entertainment to professional applications such as document editing, virtual meetings, or even uses in health and education. In any case, the democratization of a technology always requires a more accessible price, and Apple seems to have understood this for its mixed reality headset. Answer in several (long) years.
