Apple wants to get its Vision Pro headset back on track and increase sales, but it might look elsewhere for the product that ends up saving its VR efforts.
It’s no secret that Apple’s Vision Pro headset is the best advanced headset on the market, with powerful specs and an immersive experience that no rival can truly match. It’s also no secret that Apple has struggled to sell its device, given its $3,499 price tag puts it way out of reach of most consumers. Apple reportedly has a plan to turn things around, though — yet it might not involve a Vision Pro headset at all.
According to the latest Power On newsletter from Bloomberg reporter Mark Gurman, Apple plans to launch a cheaper Vision Pro in late 2025 at the earliest, followed by a second-generation mainstream Vision Pro around late 2026. After that is a set of much-discussed augmented reality (AR) glasses, although Gurman believes these are still many years away.
Yet there are problems with the first two products in that roadmap. The cheaper Vision Pro will have to make significant cuts to bring the price down, but doing so might make it lose the “technological advances that made the Vision Pro superior to the competition,” Gurman says.
The Vision Pro 2, meanwhile, is unlikely to be a major change from the original model and thus might suffer from the same pitfalls: a high price and an overly niche appeal. Work on that one has reportedly been discontinued for now to focus on the cheaper model.
