Cupertino doubles down after lacklustre response to $3,500 device
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Image: Getty via Future
Apple is reportedly moving ahead with plans for new Vision Pro headsets, despite the initially lukewarm reception of their first model. Bloomberg’s Mark Gurman revealed that the company is developing two different variants: a more accessible and lightweight headset inspired by Meta’s Ray-Ban smart glasses, and a tethered version designed specifically for business use. The original Vision Pro, with a $3,500 price tag, was criticised for its high cost and bulky design, leading to complaints of user discomfort and dissatisfaction.
However, Apple has already invested heavily in its spatial computing platform and seems determined to refine its mixed reality offerings.
The first new model aims to address these concerns by prioritising affordability and portability. Although still part of the Vision Pro family, it is expected to depart from the premium hardware of the current generation, potentially attracting a wider audience that was previously deterred by the price tag.
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Lowering the cost poses a challenge for Apple because of production costs and possible trade tariffs associated with Chinese manufacturing.
The second model, a wired headset that plugs directly into a Mac, is aimed at professional users and corporate environments. This version prioritises ultra-low latency for seamless performance in demanding applications. Initially, Apple considered simply revamping the Vision Pro with an upgraded processor.
However, feedback from business users about latency issues in wireless scenarios led to a shift to a tethered design for improved stability and responsiveness in professional environments.
These developments align with CEO Tim Cook’ s long-term vision to create lightweight augmented reality glasses that can be worn all day. Sources indicate that this vision is central to the company’s product development.
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