Apple is reportedly working on three new mixed and augmented reality devices to expand its Vision ecosystem beyond the Vision Pro. According to an article by journalist Mark Gurman published in Bloomberg, more proposals are on the horizon following the debut of a higher-end device.
Why it matters. If any brand can popularize new product lines, it’s Apple. It has set the physical standards for smartphones, smartwatches, and wireless headsets.
If its plan succeeds, Apple will do the same with mixed reality technology, especially if it can make it more accessible and appealing to consumers.
What we know. If true, there are three products in development:
- Vision Pro 2nd generation. An evolution of the current high-end model with no estimated release date.
- More affordable Vision Pro. Perhaps called “Apple Vision,” the company will reportedly launch this cheaper version in 2025.
- Apple Glass. Ray-Ban Meta-style smart glasses without a screen. Still in the experimental phase.
The context. The Vision Pro seems to have had a somewhat cold commercial reception because of its price, $3,500 (plus tax). So, Apple is working on versions to expand its user base.
Newly internationalized, Vision Pro's commercial expansion has been slow. Six months after its release in the U.S., only a few countries have seen it arrive in their stores.
Between the lines. Apple’s bets are solid and long-lasting, even when the early signs aren’t perfect. We’ve seen this situation before with services that are still unprofitable or unsuccessful, such as TV+ or Arcade.
Apple has consistently argued that it sees enormous long-term potential in this technology and has the financial strength to withstand a lukewarm start.
The bottom line. Apple is looking for more affordable and attractive versions of its Vision Pro, considering the current price has been a significant obstacle for potential buyers. This is especially important in strong markets like the U.S., while experts expect it to be even more challenging for consumers with lower incomes and less access to Apple's products.
This article was written by Javier Lacort and originally published in Spanish on Xataka.
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