Apple’s Upgraded Vision Pro Headset Expected This Year, but Price Remains Steep

Apple’s next-generation Vision Pro headset may be arriving sooner than expected, but it’s unlikely to address the primary concern of its high price tag. According to a report from Bloomberg’s Mark Gurman, the tech giant could launch an upgraded version as early as this year, focused on improving performance and enhancing user comfort. The updated Vision Pro will reportedly feature the M4 chip, known from the latest MacBook Airs and Mac minis, which should offer better processing capabilities and enhanced AI performance compared to the M2 chip in the current model. Additionally, the new headset will come with a redesigned strap aimed at reducing neck strain, a common complaint among users who spend extended periods with the device on their heads. However, the report does not suggest that the new version will be more affordable, which is consistent with analyst Ming-Chi Kuo’s prediction that a more budget-friendly model may not hit the market until 2027. Despite its cutting-edge hardware and intuitive user interface, the current Vision Pro has struggled to gain widespread adoption due to its steep $3,500 price point. This barrier is particularly significant because many consumers still view headsets primarily as novelty items rather than essential productivity tools. Even with superior technology, the high cost makes it challenging for Apple to convince a broader audience of the headset's value. Meta faced similar challenges with the Quest Pro, priced at $1,500 and targeted at professional and productivity uses. However, the high price and limited user base for VR and XR technology meant that the Quest Pro failed to attract significant market interest. Most people have little to no experience with virtual or extended reality headsets, making the leap to a premium model even more daunting. While the Vision Pro excels in hardware and user experience, its premium pricing and productivity focus echo the issues that plagued the Quest Pro. The Vision Pro’s price is simply too prohibitive for a gadget that is not yet deemed essential by the average consumer. Nonetheless, the upcoming release of an enhanced Vision Pro demonstrates that Apple remains committed to the XR and AR markets. For a company with vast resources and a strong commitment to innovation, continuing to refine and develop this technology may be seen as a worthwhile investment, even if it means launching another expensive product. This move could also serve as a signal to other players in the industry that Apple is not backing down from its vision of a spatial computing future. However, critics argue that this approach might be both costly and time-consuming, especially when consumer demand remains low. Yet, for Apple, the investment in XR and AR hardware is likely driven by long-term strategic goals rather than immediate financial returns. If the company believes that these technologies are the future of computing, then continued development, even at a high cost, could be considered a necessary step.