At Meta Connect 2024, Meta unveiled its new Orion AR glasses and the latest Ray-Ban smart glasses, showcasing innovative technologies. The company emphasized that Apple's Vision Pro may be heading in the wrong direction.
Bloomberg tech analyst Mark Gurman noted Apple's realization that its headset design needs reconsideration, though no consensus has been reached internally. Meanwhile, Meta's AR glasses development appears to be progressing faster than Apple’s lab efforts.
Apple evaluates 5 potential product roadmaps for Vision Pro development
Apple is evaluating five potential development paths for Vision Pro, according to Gurman. These include maintaining the current direction, developing a smart display, creating smart glasses, integrating AI with AirPods, and launching standalone AR glasses. This assessment reflects Apple's broader efforts to optimize the Vision Pro for diverse markets.
The "maintain the current strategy" approach involves continuing the current Vision Pro development while releasing a more budget-friendly version. This could be achieved through using cheaper materials, simplified internal components, and lower-resolution displays, helping to reduce production costs.
The "smart display" approach suggests removing the Vision Pro's internal computer and external battery, and transferring these functions to the iPhone. This would reduce the Vision Pro's weight and heat output while lowering production costs, potentially resulting in a more affordable price.
The "smart glasses" approach involves Apple exploring glasses similar to Meta's Ray-Ban model, without AR capabilities. Leveraging its expertise in chips, audio, and AI, Apple aims to design an appealing and innovative smart glasses device.
The "AI and AirPods" approach involves Apple working on a new AirPods Pro model featuring external cameras and AI to understand the environment and provide user feedback. While similar to a smart glasses concept, this product doesn’t include an actual glasses design.
The ultimate approach envisions a standalone AR device with high-performance lenses, a built-in computer, a battery system, cameras, and eye-tracking technology, all within a regular glasses form factor. Gurman noted this has been a longtime dream of CEO Tim Cook, though development faced earlier challenges.
Price, concept, and product positioning: Still lacking consumer appeal
The Vision Pro faces significant challenges, serving more as a tech showcase than a mainstream consumer product. Consumers don't see a compelling need to buy it, with issues like discomfort during long wear, limited third-party apps, and lack of standout features. Whether marketed as a mixed reality (MR) or spatial computing device, the Vision Pro has yet to resonate with consumers.
Gurman also argues that the Vision Pro's US$3,500 price tag is too high compared to Meta's products. Even with a US$500 or US$1,000 reduction, it's unlikely to drive significant sales, as it would lead to reduced profits for only a slight increase in market share.
The Vision Pro costs more than 10 times the price of Meta's entry-level Quest products, with the Quest 3S starting at just US$299. This makes Meta better positioned to mainstream MR. The Quest 3S, priced for gifting or immersive movie and gaming experiences, is far more accessible than Apple's Vision Pro.
At Meta Connect 2024, the new Ray-Ban smart glasses captured consumer interest with their sleek design, practical features, and Meta's effective marketing. Interestingly, this success comes in an area where Apple has traditionally thrived. Some suggest that these Ray-Ban smart glasses could have been an Apple product.
