According to TrendForce, Apple’s strategy of releasing a high-end professional version of the Vision Pro first, followed by a more budget-friendly consumer variant, is poised to be successful in the long run.
Despite facing criticism for its steep price, the device has secured a notable 5% share of the market, setting expectations that rival brands will need to meet…
Distinct Positioning of Vision Pro
While the Vision Pro is not the most expensive VR or AR headset available, it is the first to cater to a broader audience beyond just niche markets.
For instance, the $6,500 Varjo XR-3 that I experienced last year is designed strictly for the high-end design sector.
The Varjo XR-3 must be connected to a powerful PC, targeting exclusively the business and government markets that demand peak performance and compatibility with existing design software. The company doesn’t market the XR-3 to consumers.
In contrast, Vision Pro operates as a standalone device with a wider array of possible applications, establishing a unique market presence.
Setting a New Standard
TrendForce notes that Apple’s exceptionally high-quality displays have set a new benchmark that other premium products will need to achieve.
The Vision Pro has successfully raised the bar for user expectations in VR and MR technologies, becoming the first device in the industry to incorporate OLEDoS display technology, thereby establishing a new standard for specifications and visual quality.
This has also expanded the perception of what a VR/AR headset is capable of.
The launch of the Apple Vision Pro has transcended traditional consumer-focused entertainment, evolving into a multi-functional productivity tool. It is reshaping the capabilities and applications of VR and MR devices—from document editing and virtual meetings to advanced uses in healthcare and education. This shift is likely to prompt other brands to rethink the functional attributes of their VR and MR products, widening their scope in both consumer and enterprise sectors.
A Two-Tier Market Ahead
Excluding specialized devices like the XR-3, TrendForce asserts that Apple has effectively established a two-tier market with anticipated demand for both Pro and non-Pro versions.
Apple is projected to unveil its next generation of VR/MR devices as early as 2026, aiming to introduce two distinct models that cater to both high-end and mainstream markets.
The premium model is expected to feature OLEDoS display technology, boasting a resolution surpassing 3,000 PPI for an exceptional visual experience. Apple is likely to seek component suppliers beyond Sony to manage production costs, possibly including Chinese suppliers with expanding capacities.
The mainstream model will focus on affordability, targeting cost-sensitive consumers. Display options for this version could include glass-based OLED panels or LCDs with LTPO backplane technology, balancing performance and cost. This dual-track approach will enable Apple to simultaneously attract both premium and mainstream segments, thereby strengthening its presence in the global VR and MR markets.
We may have to wait a while for the second generation of the Vision Pro, with a more affordable non-Pro variant potentially not launching until 2028. While this might be disappointing, Apple is strategically investing in the long game, having been engaged with this project since at least 2008.
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