Apple just revealed the Vision Pro headset…
And per usual, many are claiming Apple has already won in the XR industry.
However, this is the simpleton view.
And for a contrarian take, Meta is the real winner from this announcement.
Coming in at a whopping $3,499, Apple’s Vision Pro headset will be out of reach for most. However, it’s bringing new awareness to VR and AR. As a result, more people will buy the Quest 2 and soon-to-be Quest 3.
After a recent price cut, Meta Quest 2 comes in at $299. And later this year, the Quest 3 is launching at $499. It’s a big step up with upgraded processing power and AR tech.
Of course, Apple’s Vision Pro will out spec the new quest… but that’s what a few extra thousand dollars can get you. And reportedly, Apple has been working on the project for more than seven years.
I have no doubt Apple’s VisionOS will be top-notch. The company has a great track record with UX. And we’re already seeing some tech reviewers talk about demos. However, we won’t know for sure until its out in the wild…
You won’t see Vision Pro this year for the holiday season. Instead, Tim Cook plans to release it early 2024. This gives Meta even more time to expand its lead in headset users.
Meta has reportedly sold 20 million Quest headsets. And with the Quest 3 release, that should hit new highs. New launch games and experiences will pull in new users, as well as re-engage existing Quest 2 owners.
For XR developers, Meta provides the best path to monetization. And this won’t be changing anytime soon. The network effect is at play and Meta has hit critical mass. The VR flywheel is picking up speed and AR will slingshot ahead.
It’ll likely take years for Apple to release an “affordable” headset. And at that point, Apple vs Meta XR will be a much more interesting debate.
Apple’s recent move is boosting the entire XR industry. It’s a huge stamp of approval. And both Apple and Meta are pushing VR and AR forward. This is great competition to see and we’ll all reap the benefits.
Also, Meta is more similar to Microsoft from the Microsoft vs Apple days. It’s taking more of an open approach compared to Apple’s walled garden. There are pros and cons to both approaches.
Notes: I’ve been following the XR industry for years. Although, I’ve only owned one headset and that was eight years ago. But now, I plan to jump back in with the Quest 3 later this year. Also, Meta is my largest investment. And I’m still optimistic on its long-term potential… but won’t be adding to the position given its current valuation.