Highlights
- Vision Pro 2 not expected until end of 2026.
- Current model struggles with market traction due to high price.
- Apple to focus on expanding market reach before next release.
- Competitors like Meta and Samsung rapidly advancing in mixed reality space.
It appears Apple’s ambitious Vision Pro mixed reality headset may have a long road ahead before a next-generation follow-up arrives.
According to well-connected Bloomberg journalist Mark Gurman, the tech giant is not expected to launch a new version of its high-end headset until the end of 2026 – over two years after the original’s debut.
In his latest Power On newsletter, Gurman cites recent reports of production cuts and leadership changes as potential signs that the Vision Pro is struggling to gain meaningful traction since its June 2023 unveiling.
He suggests Apple may have misjudged mainstream consumer appetite for such an expensive luxury device.
“I think they’ve really fallen victim to their own financial successes and don’t understand how average consumers think about cost-value propositions,” Gurman writes, referencing the Vision Pro’s eye-watering $3,499 starting price.
Long Road to Vision Pro 2
If Gurman’s claims are accurate, Apple finds itself around 18 months away from shipping a true “Vision Pro 2” successor based on its current product roadmap.
That’s a long lead time for a first refresh in the mixed reality headset space, where rivals like Meta are iterating more aggressively.
However, it’s worth noting that nobody outside Apple truly knows how well the original Vision Pro is selling against internal expectations.
The company itself has remained mum on specific sales figures.
What is clear is that at over $3,500, the Vision Pro was never realistically intended as a mainstream consumer product out of the gate.
It is the assumption of many analysts that Apple is first expanding the current availability of the Visions Pro.
An imminent China launch could help open up a massive new market, for example. Nothing is guaranteed to that effect of course, but a wider user base equals more sales.
Competitor Landscape Evolving
While Apple sits on its hands for the Vision Pro sequel, there is opportunity for competitors like Samsung and Meta to potentially gain ground.
The rumour mill has constantly been churning reports of Samsung working on its own premium mixed reality headset with specs like micro-OLED displays and powerful chipsets.
Meta, already the biggest player currently in the AR/VR space, has shifted to an open ecosystem approach by allowing other hardware makers to build for its Horizon VR platform.
Ultimately, Apple’s long-term vision appears firmly set on treating the Vision Pro as a transformative computing platform – not just another product line.
FAQs
Why is Apple delaying the launch of the next Vision Pro?
According to Mark Gurman from Bloomberg, Apple may not launch the next version of the Vision Pro until late 2026, suggesting production and market strategy adjustments due to the original’s lukewarm reception.
What issues are affecting the current Vision Pro’s market performance?
The high price point of $3,499 is seen as a major barrier, potentially misjudging the mainstream market’s readiness for such an expensive device, alongside noted production cuts and leadership changes.
What are Apple’s plans for the current Vision Pro model?
Despite the slow start, Apple is rumoured to be focusing on expanding the availability of the Vision Pro, possibly including new markets like China, to bolster its user base.
How are competitors responding to Apple’s slow update cycle?
Competitors such as Samsung and Meta are rapidly innovating, with Meta adopting an open ecosystem for its VR platform and Samsung reportedly developing a premium mixed reality headset.
What is Apple’s long-term goal with the Vision Pro?
Apple views the Vision Pro as more than just a product; it is intended to be a transformative computing platform, suggesting a strategic focus on foundational technology rather than frequent updates.
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