Apple is designing a renewed strategy to boost its ambitious, although so far unsuccessful, mixed reality device: the Apple Vision Pro glasses. According to the latest report from the analysis firm TrendForce, the company would be working not only on a new generation of this advanced viewfinder, but also in a more affordable model that could simply be called “Apple Vision.”
This dual approach aims to break down the economic barriers that have limited the adoption of the Vision Pro in the current market, since its price of more than €3,500 makes it an inaccessible device for most mortals.
Vision Pro: a technological gem with an unattainable price
Since its launch, the Vision Pro has been one of Apple’s most ambitious bets in the world of mixed reality, combining cutting-edge hardware with the innovative visionOS operating system. However, his starting price of $3,499 In the United States it has restricted its adoption to a very select public. Even Tim Cook himself, CEO of Apple, recognized that it is a product for “early adopters”, those willing to pay for the technology of tomorrow, who have an important affiliation with innovative products.
With sales estimated at less than 500,000 units this year, Apple appears to be rethinking its strategy to bring this technology to a broader audience.
According to the information, the next generation of the Vision Pro, scheduled for 2026, will focus on reduce costs without compromising high-end specifications. One of the key measures that Apple could implement is to diversify its suppliers, stopping depending exclusively on Sony for certain components vital to the construction of the device.
Among the notable improvements for this new version, screens with resolutions that exceed the 3,000 pixels per inchensuring an immersive visual experience that remains a reference in the industry.
The big bet: a more affordable model
The strategy that it seems that Apple is going to follow could be the development of a glasses model focused on the entire public. This cheaper device will focus on being value for money, sacrificing some of the more advanced specifications of the Vision Pro to make it accessible to a wider audience.
TrendForce notes that this model could include more affordable display technologies, such as OLED screens based on glass or LCDs with LTPO technology. These options would offer an ideal balance between performance and cost, maintaining a quality user experience but at a considerably lower price.
Although rumors about a low-cost headset are encouraging, renowned analyst Ming-Chi Kuo indicates that this model may not hit the market until after 2027. This means that Apple would be focusing its immediate efforts on improving the price-value ratio of the Vision Pro before launching a truly accessible version.
With these decisions, Apple could be marking the beginning of a new stage in the mass adoption of mixed reality. Although the Vision Pro was conceived as a luxury piece for a select audience, these plans show a commitment to democratizing its technology in the long term. At the moment, everything is speculation.
We will have to wait to see if these strategies manage to turn glasses into a product as iconic as the iPhone or the Apple Watch. What is clear is that the competition in the mixed reality market is preparing for a new battle, and Apple wants to be at the center of it.
