Meta is gearing up to challenge Apple Inc.'s forthcoming Vision Pro headset with its own affordable, no-controller VR offering, set to hit the market in 2024, according to Mark Gurman in the latest Power On newsletter for Bloomberg.
This strategic pivot comes on the heels of Apple's announcement of the Vision Pro, a mixed-reality headset, and Meta's recognition that competition in the VR space is heating up.
A member of the press tries out a MetaQuest 3 during the Meta Connect Developer Conference at Meta's headquarters in Menlo Park, California on September 27, 2023. (Photo by JOSH EDELSON / AFP)
Meta Responds to Apple's Vision Pro Threat
Apple's Vision Pro has been generating considerable buzz with its promises of high-resolution passthrough cameras, a powerful M2 chip, and sharper VR displays.
However, Apple's flagship headset has its challenges, notably its hefty price tag of $3,500. While the company aims to redefine mixed reality, there are concerns about how consumers perceive the need for such an expensive device.
Meta, set to release the Quest 3 this week, plans to focus on affordability, aiming to bring the price of their upcoming Quest 4 down to the $300 range, a level that could open the doors to a broader audience.
This price-conscious strategy aims to democratize mixed reality, making it accessible to a wider consumer base.
It is important to note that earlier leaks of the Apple Vision Pro, then called the Reality Pro, led leakers and insiders to claim that this device would arrive in a more affordable version.
The Quest 4 Advantage
The Quest 4, Meta's forthcoming challenger to the Vision Pro, is set to be a game-changer in its own right. With an emphasis on making VR more affordable, Meta's Quest 4 will introduce a headset without controllers.
This move reduces the cost and aligns with the company's broader vision of using hand gestures as an intuitive means of interaction within the virtual realm.
In addition to affordability, Meta is determined to enhance user comfort without compromising on screen resolution.
The Quest 3, set to launch this week, already boasts a price tag that is less than 15% of the Vision Pro's cost, and the company is committed to making the Quest 4 even more budget-friendly.
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Apple vs. Meta
While both Apple and Meta are vying for a piece of the mixed-reality pie, their strategies differ. Apple seems to be banking on cutting-edge technology, including high-resolution cameras and advanced chipsets, to justify the Vision Pro's premium price point.
In contrast, Meta is concentrating on building a robust gaming ecosystem and affordability with the Quest 4, positioning it as a compelling alternative for mainstream consumers.
Despite the rivalry, there is a recognition within Meta that Apple's influence cannot be underestimated. As one Meta insider speaking with Gurman put it, "We're in the 'afraid of Apple' stage."
This goes in contrast with Mark Zuckerberg's statement back in June that the Apple Vision Pro is not a threat to what it aims to bring.
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