Meta axes headset designed to rival Apple Vision Pro

The Apple Vision Pro spatial computer
Meta has ceased work on a headset designed to rival Apple Vision Pro because it reportedly wanted to keep the cost of the device below $1,000 – a virtual impossibility due to the cost of the high-resolution dual micro OLED displays. Meta considered a sub-$1,000 price point as “necessary for the product to sell well.” The Apple Vision Pro starts at $3,499. It does not “sell well,” with sales expected to be fewer than 500,000 units in 2024
Sylvia Varnham O’Regan and Wayne Ma for The Information:
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Meta Platforms has canceled plans for a premium mixed-reality headset intended to compete with Apple’s Vision Pro, according to two Meta employees.
Meta told employees at the company’s Reality Labs division to stop work on the device this week after a product review meeting attended by Meta CEO Mark Zuckerberg, Chief Technology Officer Andrew Bosworth and other Meta executives, the employees said.
The axed device, which was internally code-named La Jolla, began development in November and was scheduled for release in 2027, according to current and former Meta employees. It was going to contain ultrahigh-resolution screens known as micro OLEDs—the same display technology used in Apple’s Vision Pro.

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MacDailyNews Take: Is Meta wrong about the price point? Almost certainly not.
Unfortunately, Apple decided to do it this way, so it’s going to take the company a long, long time – or they’re going to have to sacrifice a ton of quality – to get VisionOS devices down to prices that are palatable to a meaningful number of customers.
[This] is exactly what you’d expect to occur when a product is released too early to average users… Apple Vision Pro is a devkit for developers, not for average users, and should have been released as a devkit for developers. – MacDailyNews, March 26, 2024
As we wrote on March 22nd as Benedict Evans called the Apple Vision Pro “expensive, impractical, and clearly nowhere near ready for the mass market”:

There are a lot of people inside and outside of Apple who think the company should have waited on the Vision Pro, but it’s fairly easy today to see why Tim Cook released this beta (alpha?) devkit: He likely knew last year, or had a strong inkling, that Project Titan was a goner and there wasn’t much excitement in Apple’s pipeline. He’d need something to point to as “innovation” while he continued on his seemingly unending quest to iterate and monetize products invented by Steve Jobs’ Apple (a very different place) while continuing Apple’s retail store buildout. He also needed something to energize developers and, who knows, they might come up with a killer visionOS app while Apple toils on the long road to real lightweight spatial computing glasses and beyond.
More importantly, Apple last year had already come to the sad realization that they’d missed the generative artificial intelligence revolution and would need a distraction while they feverishly scrambled to catch up (the fruits of which — alongside what sound like disappointing partnerships which hopefully, somehow, preserve user privacy — we’ll hopefully begin to see at WWDC this June).
You have to feel for Cook. After a decade plus of being able to iterate and monetize Jobs’ inspired products and services and continue adding retail stores around the world to spectacular effect, and being lauded for it, he now finds himself in a place that requires actual vision to be able to see which path to take. And he’s not the guy. Even the guy who put him in the position knew it.
Tim’s not a product person, per se. – Steve Jobs
See also:
• Contrary to popular belief, Steve Jobs knew about Apple Watch – February 13, 2023
• Work on Apple Vision Pro began under Steve Jobs – August 23, 2023
Beyond the fact that Cook can’t even execute a compelling live keynote address, his big send off, the “Apple Car,” [the idea of which was also germinated under Jobs] fizzled in ignominious failure.
See also:
• Scrapped Apple Car ‘a massive disappointment that will alter the course of the company’s history, perhaps for decades to come’ – Gurman – March 11, 2024
• Apple employees referred to doomed Apple Car project as ‘The Titanic Disaster’ – February 29, 2024
So, despite myriad misgivings and protestations inside Apple, Cook pulled the trigger early on the Vision Pro. He had to have something to point to that would buy him some time. Even Apple’s rubber-stamping board of lackeys would wake up and start asking questions otherwise.
While Cook is hemming and hawing when faced with shareholders (virtually, of course, never again in person for as long as Cook remains), Apple is currently in scramble mode trying to catch up to rivals — including the world’s most valuable company, Microsoft — in generative AI, a technology the company seems to have completely missed while focusing instead on the not-ready-for-primetime Apple Vision Pro, visionOS, its now-canceled decade-long multi-billion-dollar electric vehicle boondoggle, replacing leather in iPhone cases and Apple Watch bands with overpriced junk in a quest to “save the planet,” forcing employees to endure a constant barrage of time-wasting zero-productivity DEI sessions, and myriad other various and sundry “initiatives” which Cook deems of import. – MacDailyNews, February 28, 2024
When you lose your visionary CEO and replace him with a caretaker CEO, this is the type of aimless, late, bureaucratic dithering that ensues. – MacDailyNews, November 21, 2017

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