The virtual and augmented reality world is full of promises but still tough to crack a market. These technologies impress who ever witnesses them, but so far, companies are not able to build a strong and steady user base for this kind of hardware. Hope set high with Apple Vision Pro, which would revolutionize the industry and bring mainstream adoptions, but it seems that Apple’s ambitious device does not even meet those hopes.
Apple Cancels AR-Glasses Project
Apple was reportedly working on another augmented reality device—a pair of Mac-tethered AR glasses. According to Bloomberg’s Mark Gurman, this device was intended to compete with Meta’s upcoming AR glasses. However, after internal testing, Apple decided to cancel the project, citing performance issues and an overall lack of market viability.
The N107 is a project that would have had an in-built display with the need for a direct connection to a Mac to work. Obstacles such as poor battery life and performance issues locked it at a stage not suiable enough to market.
Vision Pro on Unstable Ground
The device itself, Vision Pro, also has not fared well in this regard. The product cannot be described as an appealing gadget because it carries a heavy price tag and large size. Not many can find themselves buying it. Some of its potential buyers thought that gaming enthusiasts would welcome it with open arms, but this is yet to be realized. In fact, Meta’s Quest 3, priced cheaper and focusing on gaming, has received immense traction. The Vision Pro is yet to develop a strong content ecosystem that might fuel long-term user engagement.
What’s the future of AR strategy for Apple?
Still, setbacks are not believed to cause the Vision Pro its ultimate demise: the company might simply polish and prepare it to enter mass releases with the further improvements of comfort and usability combined with a fall in costs for a higher choice of content to attract customers on daily usage basis.
Its future remains uncertain as of now, for the novelty surrounding its launching has worn out. However, there is an opportunity for the company to gain better traction based on better price points, rich content, and a more streamlined design. And so, this remains to be seen: the Vision Pro-fade into the darkness or becomes the must-have device.