Apple Halts Cheaper Vision Pro Development, Shifts Focus to Smart Glasses Amid Slow Uptake

Apple has reportedly paused work on a cheaper Vision Pro headset to focus on smart glasses development, following the slow uptake of Vision Pro with limited content and a $3,500 price tag. Gene Munster called Vision Pro the company's "biggest miss since the Newton" and suggested the shift could eventually give Apple an edge over Meta's Ray-Ban smart glasses lineup. The move comes as Meta unveiled two new smart glasses, the Oakley Meta Vanguard and Ray-Ban Display.

Apple (AAPL.O) has reportedly halted its planned overhaul of the Vision Pro headset to redirect resources toward developing smart glasses that can rival products from Meta Platforms (META.O), according to a report from Bloomberg News Apple halts Vision Pro overhaul to focus on AI glasses, Bloomberg News reports^[1]. This strategic shift comes as the tech giant seeks to address the slow adoption of the Vision Pro, which has faced criticism for its high price point and limited content offerings.

The Vision Pro, priced at $3,499, has been met with lukewarm reception due to its steep cost and the scarcity of compelling content. Analysts have likened the headset to Apple's "biggest miss since the Newton," suggesting that the company's focus on smart glasses could provide a competitive edge in the emerging market Apple Vision 2 Pro: New VR headset spotted before release with Apple M5 upgrade rumoured^[2].

The decision to prioritize smart glasses development follows Meta's recent unveiling of two new smart glasses models: the Oakley Meta Vanguard and Ray-Ban Display. These new devices, priced between $379 and $799, aim to capture the growing interest in wearable technology. Meta has also partnered with Best Buy (BBY) to promote its latest eyewear, with over 300 stores staffed with dedicated smart-glasses specialists Will Smart Glasses Replace Smartphones? Meta, Apple, Google Eye New Battleground.^[3].

According to IDC, global shipments of smart glasses are projected to reach 28.2 million units by 2029, indicating a significant growth potential for the category. Apple's entry into the smart glasses market could position the company to capture a share of this burgeoning market, especially if it can leverage its strong brand and innovative technology Will Smart Glasses Replace Smartphones? Meta, Apple, Google Eye New Battleground.^[3].

While the Vision Pro upgrade plans remain on hold, Apple is rumored to be focusing on an upgrade to its Apple M5 chipset for the next iteration of the Vision Pro headset. This upgrade could enhance the device's performance and potentially lower its price point, making it more competitive in the market Apple Vision 2 Pro: New VR headset spotted before release with Apple M5 upgrade rumoured^[2].

The shift in focus from the Vision Pro to smart glasses underscores Apple's strategy to adapt to evolving consumer preferences and market demands. As the competition in the smart glasses market heats up, with players like Meta, Google, and Amazon also vying for market share, Apple's move could be seen as a strategic pivot to stay ahead in the next generation of personal computing devices.