Why it matters: Meta’s strategic pricing and feature-rich devices are winning the mixed reality battle, while Apple’s Vision Pro faces significant sales decline and production cutbacks. This market shift demonstrates that accessibility and versatility trump premium branding in the emerging wearables space.
The Numbers: Apple Vision Pro sales have dropped dramatically, plummeting 80% between Q1 and Q2 2024. The company has scaled back its initial sales target from 1 million units to under 450,000 for the year, while Meta’s Quest 3 sales continue to exceed expectations.
- Apple is considering a production halt by the end of 2024 (The Information)
- Meta Quest 3 outpacing sales projections (Sherwood)
Price Factor: The stark price difference between Apple’s $3,499 Vision Pro and Meta’s $499 Quest 3 has proven decisive in consumer adoption. Meta’s strategy of offering advanced features at an accessible price point has resonated with consumers.
- Quest 3 offers comparable features at one-seventh the cost
- Meta plans additional affordable options
Performance Gap: While Apple struggles with limited app support and gaming capabilities, Meta’s Quest 3 provides a more versatile experience. The Quest 3’s superior field of view and included controllers make it more appealing for gaming and entertainment.
- Quest 3 features a broader app ecosystem
- Vision Pro faces usability challenges