Apple Shifts Focus: Affordable Vision Pro Headsets Target Consumers and Enterprise

April 14, 2025
Apple Shifts Focus: Affordable Vision Pro Headsets Target Consumers and Enterprise
  • Additionally, the existing model weighs about 1.5 pounds, which can lead to discomfort during prolonged use.

  • Following the commercial debut of the original Vision Pro in February 2024, which received a lukewarm reception, Apple plans to introduce a more affordable version of the mixed reality headset.

  • The current Vision Pro headset is priced at $3,500, making it significantly more expensive than competitors like the Meta Quest 3, which is seven times cheaper.

  • Apple has shifted its focus from developing a pair of AR glasses to creating two new versions of its Vision Pro headset: a consumer-friendly model and a tethered version aimed at enterprise applications such as surgery and flight simulations.

  • Under CEO Tim Cook's leadership, Apple has opted to pivot its strategy, moving away from merely upgrading the existing model's M2 chip to the new M5 chip.

  • However, the development of this cheaper Vision Pro is complicated by existing tariffs on Chinese imports, which pose challenges in reducing production costs.

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