Apple is said to have plans for a more affordable Vision Pro model to target the mainstream consumer. Photo: HWZ
Apple may venture into the mainstream market with a more affordable Vision Pro model as early as 2026.
TrendForce's report states that Apple is the third-largest player in the VR/MR market, with a 5% share. It's up against Meta's 73% market share, currently rivalling in first place.
TrendForce claims Apple will launch its next-generation Vision Pro devices as soon as 2026 to gain more market share.
The iPhone maker reportedly adopts a two-pronged approach: a high-end model caters to the premium market segment, while a more affordable model targets the mainstream segment.
The Vision Pro 2 is expected to continue using OLEDoS display technology, but Apple might lower the production cost by sourcing the display components from Chinese suppliers. Sony is the sole supplier of the OLEDoS display panels for the Vision Pro. (Note: The report also said Sony has the second-largest VR market share of 9% via its Sony PS VR2).
The more affordable Apple model may use glass-based OLED or LCD with LTPO backplane technology, which reportedly helps balance performance and cost.
Reports of a more affordable Vision Pro model surfaced as early as June 2023. Bloomberg wrote that Apple is "already at work on a cheaper version of the headset" which will have fewer cameras/sensors, a less powerful processor, lower-grade materials, and lower quality displays. The "cheaper" model is said to be priced between US$1,500 (~S$2,029) and US$2,000 (~S$2,706).
However, the release timeline is still unclear. Analyst Ming-Chi Kuo shared last month that the production of the cheaper model has been pushed back "beyond 2027 for a while now".
Source: TrendForce
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