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Apple's $3,499 Vision Pro mixed reality headset launched in February. Despite Apple's efforts to bring Vision Pro into the mainstream, it remains “an expensive, niche product,” according to Bloomberg chief correspondent Mark Gurman.
His Sunday Power On newsletter reveals new details about Apple's strategy with the Vision Pro, with which the company aims to sell more devices.
According to Gurman, Apple's Vision Products Group's strategy has always been to launch the Vision Pro first and a cheaper alternative later.
The group's focus now is on this cheaper headset, which could sell in the $1,500 to $2,000 range. Apple wants to launch it as early as late 2025 and was planning to do so before it even unveiled the Vision Pro, Gurman claimed.
Related: What's next for Apple after Vision Pro? Home robots
Even if the cheaper Vision Pro cost $1,500, it would be three times more expensive than the Meta Quest 3 and more than seven times more expensive than the Meta Quest 2, which has sold at least 20 million units.
Bloomberg wasn't the only one to notice Apple's push for a cheaper mixed reality headset. The Information also published a report last week confirming that Apple plans to release a cheaper version of the Vision Pro by the end of 2025.
I'm wearing the Apple Vision Pro. (Photo by Christian Vierig/Getty Images)
Although Apple sold out its initial inventory of the Vision Pro with around 200,000 pre-orders, the headset has had a slower start than expected. In April, analysts drastically slashed their forecasts for Vision Pro shipments for the rest of the year, from around 700,000 units to about half that, from 400,000 to 450,000 shipments.
The Vision Pro received mixed reviews from its initial buyers and average or above-average return rates for Apple products. Customers who returned it disliked the weight of the device, the current lack of apps, and the quality of the display.
Apple announced at its annual developer conference earlier this month that Vision Pro would soon be available internationally, which could boost sales.
China, Hong Kong and Singapore will have access to Vision Pro later this month; France, Germany, Canada, Australia and the UK will have access next month.
Related: Will Apple's artificial intelligence convince you to upgrade your old iPhone?
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