Meta reportedly scraps high-end Apple Vision Pro competitor

Photo: Meta

Meta has supposedly abandoned plans for a premium mixed-reality headset designed to compete with Apple's Vision Pro. The decision, according to internal sources, came after a product review meeting attended by CEO Mark Zuckerberg.

The headset, codenamed "La Jolla," was slated for a 2027 release and was touted to feature high-quality micro OLED displays, similar to those found in the Vision Pro. However, the high cost associated with these displays proved to be a significant hurdle in achieving a price point below US$1,000 (around CA$1,350).

The cancellation of the headset can be seen as a strategic move given the lukewarm reception to Apple's Vision Pro and Meta's own premium Quest Pro. Both devices have faced criticism for their high price tags, suggesting a limited market appetite for expensive headsets.

While Meta is scaling back its ambitions for a high-end device, the company supposedly remains committed to virtual and augmented reality. The upcoming Quest 4, along with a more affordable version of the Quest 3, are expected to be key components of Meta's future AR/VR strategy.

Meta's CTO, Andrew Bosworth, emphasized that the company constantly explores new ideas and prototypes. The decision to cancel specific projects is a common occurrence in the tech industry, he added.

In addition to hardware development, Meta is also exploring partnerships with third-party manufacturers. The company's Horizon OS platform is reportedly being considered by Indian tech giant Jio. However, a potential deal with LG has fallen through.

As the AR/VR market evolves, Meta may revisit the idea of a high-end headset in the future. For now, the company is focusing on delivering more accessible and affordable VR experiences.

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