Meta shut down the development of Apple’s Vision Pro competitor – the VR headset was too expensive

Meta✴ has abandoned the development of an advanced virtual reality headset, which was supposed to compete with the Apple Vision Pro AR headset. This was reported by The Information with reference to informed sources. The reason for abandoning development is the potential cost of such a headset – it would be too high for the device to sell well.

Image source: Meta✴

«According to two Meta✴ Platforms employees, the company has abandoned plans to develop a premium mixed reality headset that was supposed to compete with Apple’s Vision Pro. Meta✴ this week, after a meeting of top managers, which was attended by the head of the company Mark Zuckerberg, CTO Andrew Bosworth, as well as other executives, instructed employees of its Reality Labs department (engaged in the development of augmented technology and virtual reality – editor’s note) stop developing a new device. The premium headset was codenamed La Jolla. Its development began in November last year. According to one of the company’s employees, the device was planned to be released in 2027. The gadget was supposed to be equipped with high-end ultra-high-resolution micro-OLED displays. The same screen technology is used in the Apple Vision Pro headset,” writes The Information.

The very high cost of micro-OLED displays has become one of the reasons for the high cost of the entire headset as a whole. Meta✴ wanted to keep the price of the premium device below $1000, but this turned out to be impossible due to the high cost of the components used in it. According to the company, the price range of “up to $1000” is an important condition in order to ensure good sales of such a device.

The Information publication does not specify whether the $1,000 amount refers to the cost of components or the target selling price of the headset. In any case, the Meta✴ headset would still be much cheaper than Apple’s Vision Pro, which retails for $3,499. Apple isn’t sharing sales figures for the Vision Pro, but it looks like the headset isn’t doing well. According to the portal 9to5Mac, earlier there were rumors that Apple abandoned the development of Vision Pro 2 and instead decided to create a cheaper version of the first generation Vision.

It is also reported that Meta✴ is still developing the Quest 4 VR headset and plans to release it in 2026. The price of this device should be $500, that is, remain the same as the current Quest 3 model.