Launched in February 2024, the Apple Vision Pro quickly garnered acclaim for its sophisticated hardware and pioneering user interface, yet its steep price tag of $3,499 has kept it beyond the reach of many.
While the device showcases numerous advanced features, its cost remains a significant barrier. According to Bloomberg’s Mark Gurman and insights from TF Securities analyst Ming-Chi Kuo, substantial hardware enhancements for the Vision Pro are postponed for years, with the second-generation model not anticipated to arrive until the end of 2026.
Efforts to develop a more budget-friendly version are ongoing, yet Apple faces considerable obstacles in reducing costs. High-priced components, such as Sony’s 4K micro-OLED panels, continue to drive up the production expenses. This situation leaves Apple in a tight spot, trying to balance innovation with affordability.
Meanwhile, competitors like Samsung are advancing in the mixed reality space. Samsung’s forthcoming XR headset, featuring a high-resolution Sony micro-OLED display and a Snapdragon XR2 Plus Gen 2 chipset, demonstrates the company’s commitment to a robust device ecosystem that could well rival Apple’s offerings.
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As Apple plans to extend the global footprint of the Vision Pro, starting with China, and prepares to roll out visionOS 2.0, the delayed introduction of the Vision Pro 2 provides a strategic opening for competitors to solidify their positions in the burgeoning mixed reality market.