According to Bloomberg, the tech company is contemplating the launch of a less expensive Vision Pro model by leveraging the power of the iPhone, similar to what was done with the first Apple Watch.
Apple is reportedly exploring the development of a new augmented reality headset, which would be a variant of the current Vision Pro and would rely heavily on the iPhone for processing power, according to Bloomberg. This move could significantly democratize access to Apple’s AR technology, which is currently limited by the high price of the Vision Pro, set at $3,499.
Why this matters. This strategy mirrors the launch of the Apple Watch nearly 10 years ago, which helped drive sales for subsequent models. By offloading processing tasks to the iPhone, Apple was able to launch a more affordable product, making it easier for consumers to embrace the technology. Keeping the price low is crucial for achieving widespread adoption.
Context. Ming-Chi Kuo, a leading analyst of Apple’s supply chain, recently said that the company will delay the development of a more affordable Vision Pro until “beyond 2027.” However, the potential iPhone-connected headset (will Apple call it the Vision Air?) could be released much sooner, providing a stopgap solution for the company.
In detail:
- The headset would serve as an accessory for watching movies and multimedia content.
- It would be similar to the Xreal glasses but integrated with the iPhone.
- By delegating processing tasks to the iPhone, the cost and weight of the headset would be significantly reduced.
- This approach would strengthen the iPhone’s position as the central hub of the brand’s ecosystem.
Behind the scenes. Even Apple CEO Tim Cook has made it clear. The current Vision Pro, priced at $3,499, isn’t aimed at the mass market. In Cook’s words, it’s “an early-adopter product” for “people who want tomorrow’s technology today.”
A headset that pairs with the iPhone, rather than functioning as a standalone device like the current offering, could address this limitation.
Current situation. According to Kuo, Apple plans to upgrade the Vision Pro in 2025, incorporating the M5 chip. This updated headset is expected to maintain a premium price. In contrast, the headset connected to the iPhone would be what the Apple Watch SE is to the Ultra and offer a more accessible alternative.
This strategy has clear precedents in Apple’s history. The first Apple Watch relied almost entirely on the iPhone for processing actions and running apps. While the experience was far from perfect, it helped reduce costs and complexity, facilitating mass adoption. Over generations, the Apple Watch has gradually become more independent.
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