Do you recall Apple’s much-hyped unveiling of the Vision Pro? At the time, the announcement felt like one of the company’s most ambitious and daring attempts to redefine consumer technology under Tim Cook’s leadership. Billed as a groundbreaking $3,500 headset, the device promised an entirely new way to interact with digital experiences by blending physical surroundings with digital overlays. Apple, never content with commonplace terminology, rejected the standard industry label of “augmented reality” and instead demanded that we all adopt its preferred, sleeker phrase: “spatial computing.”
The Vision Pro first shocked audiences when it was revealed in the spring of 2023, generating headlines around the world. Sales launched in February 2024, creating anticipation that this would be the dawn of a new category of computing devices. Yet, in the months that followed, an unusual silence descended. Beyond scattered reports and niche discussions, the Vision Pro quickly faded from mainstream attention. When it did resurface, it was usually in the context of skeptical commentary: developers were hesitant to commit resources to building applications for the platform, and without a vibrant software ecosystem, prospective buyers found little incentive to invest. This lack of engagement spiraled into a vicious cycle — weaker consumer enthusiasm discouraged developers, and dwindling developer interest further undermined sales.
Although Apple has not publicly admitted any retreat, recent developments indicate the company itself may be shifting focus. According to reports from Bloomberg, Apple has halted its work on producing a more affordable and lightweight iteration of the Vision Pro. Instead, the company appears to be redirecting its resources toward a new category entirely: AI-powered smart glasses, a product line that looks remarkably similar to what Meta has already been marketing. Technology journalist Mark Gurman, who has a well-established reputation for insider reporting on Apple’s strategies, confirms that a next-generation Vision Pro is still on the roadmap. This updated model will include a stronger and more efficient chip. Yet, despite potential performance upgrades, the fundamental barriers remain unresolved. The device is still prohibitively expensive, physically bulky, and — perhaps most damaging of all — consumers are uncertain about what unique or indispensable purpose it truly serves.
In private, Apple executives have reportedly conceded that many of the criticisms leveled at the Vision Pro are valid. Gurman describes the internal sentiment as viewing it as an “overengineered” product — an impressive demonstration of raw technological capability, but one without a clear pathway into mainstream life. For Apple, a company renowned for transforming nascent technology into cultural essentials, this outcome borders on an embarrassing setback. Instead of leading the charge into an imagined future of digital wearables, Apple now looks more like it is chasing a rival it has long sparred with. The role reversal is striking: Meta, whose hardware initiatives have repeatedly struggled to gain solid traction, could be edging closer to success by executing Apple’s own playbook — refining a category pioneered by others and making it both accessible and appealing.
Already, signs suggest Meta may have established early momentum. Its partnership with Ray-Ban has produced a new generation of smart glasses that retail for roughly $800 and higher, a price point several times more approachable than the Vision Pro. While some complaints about Meta’s retail strategy have surfaced across social media, interest in these glasses appears to outpace the tepid reception for Apple’s headset. Other tech titans, including Google, are also signaling renewed interest by announcing forthcoming glasses that blend into everyday fashion while delivering digital functionality. However, as of October 2025, one stubborn reality remains unshaken: despite years of experimentation and tens of billions of dollars in investment, consumers have not yet demonstrated widespread enthusiasm for wearing computers on their faces in everyday environments.
The sales numbers underscore the point. Even Meta’s earlier version of its Ray-Ban line — which the company has optimistically labeled as a “surprise hit” — only managed to sell a few million units over the course of its first year. In the context of consumer electronics, where popular devices often measure success in the tens or hundreds of millions, these figures are modest at best and practically negligible at worst. Still, technology in this category continues to evolve. The latest Ray-Ban models include a micro-display in the right lens, enabling wearers to see incoming notifications, navigation prompts, or other phone-driven information projected discreetly into their field of vision. Such incremental enhancements gesture toward the long-term potential of wearable computing.
Equally compelling are the professional and industrial applications. One can easily imagine enterprise scenarios where these devices prove invaluable: factory workers consulting assembly diagrams hands-free, police officers accessing real-time situational intelligence, surgeons reviewing patient data mid-operation, or maintenance crews referencing instructions while their hands remain occupied. In such cases, the utility is clear, immediate, and transformative. Yet the broader challenge persists: until ordinary people, outside of professional contexts, embrace these glasses as desirable accessories worthy of daily use, it is premature to declare victory or defeat in the race to mainstream face-worn computing. For now, the future of this technology remains suspended — tantalizingly close, yet not quite realized.
Sourse: https://www.businessinsider.com/apple-vision-pro-meta-ray-ban-which-better-why-2025-10
