As Apple's $3,499 Vision Pro faces adoption challenges, the tech giant is exploring ways to make its mixed-reality technology more accessible to mainstream consumers through both smart glasses and a potentially cheaper Vision Pro variant.
Current Market Research and Development
Apple is actively gathering intelligence on the smart glasses market by surveying its employees about existing third-party products, particularly the Ray-Ban Meta smart glasses. This strategic move indicates Apple's recognition that simpler, lighter, and more affordable wearable solutions might better resonate with consumers than their current high-end offering.
Display Technology Innovation
A significant focus of Apple's cost-reduction strategy centers on display technology. The company is evaluating two distinct approaches for future Vision Pro models, with particular interest in the W-OLED+CF technology. This advanced process involves depositing RGB filters directly onto OLED glass, resulting in thinner and brighter displays. Samsung, which already implements this technology in their foldable smartphones, could potentially become a key manufacturing partner.
Future Product Timeline
While a more affordable Vision Pro is in development, sources suggest its release might not occur until after 2027. However, a second-generation Vision Pro featuring the upcoming M5 chip is anticipated for 2025. This interim release is expected to maintain premium positioning with similar pricing to the current model.
Cost Reduction Targets
The existing Vision Pro's bill of materials amounts to approximately $1,536, with display components representing a significant portion. By implementing new display technologies and other cost-saving measures, Apple aims to potentially offer future models around $2,000, marking a substantial reduction from the current $3,499 price point.
Market Strategy Evolution
This multi-pronged approach - exploring both smart glasses and a more affordable Vision Pro - demonstrates Apple's commitment to expanding its presence in the mixed-reality market while acknowledging the need for more accessible price points to drive wider adoption.
