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Vision Pro glasses on display at an Apple store. Photo: Bloomberg . |
Since its launch in February 2024, Vision Pro has impressed with its high-quality display and advanced gesture recognition technology. However, the product has not been a commercial success, nor is it Apple's destination in the smart glasses market.
Despite a rocky start, CEO Tim Cook still has faith in smart glasses. The changes in personnel and development plans show that this is still a potential market for Apple.
New version of Vision Pro glasses
In a Power On report on Bloomberg , analyst Mark Gurman said Apple is developing several new versions of the Vision Pro.
The current version of Vision Pro weighs 680 grams, which can be uncomfortable to wear for long periods of time. The $3,500 price tag is also a barrier to entry for users, while the Meta Quest line of glasses is cheaper.
The new Vision Pro model is rumored to be cheaper and lighter, but keeping costs down is a big challenge for Apple amid complicated tariffs. The first version of the Vision Pro was manufactured in China.
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Vision Pro advertising logo in front of Apple store. Photo: Bloomberg . |
Alongside the low-cost model, Apple is also developing another variant of the Vision Pro that works by plugging into a Mac computer.
Gurman previously said that Apple had canceled the development of smart glasses that would connect to Macs. In fact, the difference between the two devices is that the canceled model was an augmented reality (AR) model with transparent lenses, while the product in development was a mixed reality (XR) model similar to Vision Pro.
“The idea is to create an ultra-low latency system to display a screen from a Mac, or connect to high-end enterprise applications.
Some customers have used Vision Pro for tasks like surgical monitoring or flight simulation, two areas that require the lowest possible latency, which is not guaranteed on wireless systems,” Gurman said.
Turmoil at Apple
In fact, Apple's smart glasses development plan suffered a major change when Vision Products Group (VGP), the team that created the first generation Vision Pro, was dissolved.
The team was led by Mike Rockwell in mid-March, moving to head up the Siri voice assistant division, reporting directly to Craig Federighi, senior vice president of software engineering.
Compared to other divisions, VGP's structure is more unique in that it has separate hardware, software, service and product management engineering groups.
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Vision Pro supports hand gesture control. Photo: The Verge . |
After being dissolved, the Vision Pro development process will be similar to the iPhone and iPad, with work being distributed across different departments.
Rockwell himself still manages Vision Pro's software engineering team, while the hardware engineering division is headed by Paul Meade, reporting directly to John Ternus and the hardware leaders.
According to Gurman, the dissolution of VGP was a shock to employees in the current tense situation. Despite being equipped with many high technologies, Vision Pro was not a commercial success. Combined with the situation of project cancellations and technical problems, some employees feared that the dissolution of VGP was the beginning of a new round of layoffs.
According to Bloomberg , Vision Pro is in a state of uncertainty. Apple is still considering launching a new version. Competitive pressure is always present when Meta sells cheaper models.
Tim Cook's Dream
The new version of Vision Pro is seen as a stepping stone to CEO Tim Cook’s larger vision of creating true AR glasses, lightweight enough to wear all day, with the interface and necessary information overlaid on the real world .
According to Gurman, this is Cook's biggest priority, with the goal of launching a market-leading product sooner than Meta.
“Tim doesn’t care about anything else. That’s the only thing he spends time on from a product development perspective,” a source told Bloomberg .
Still, it will take years for the product to be truly ready. Some technologies need to be perfected, such as high-resolution screens, powerful processors, and small batteries that must operate for many hours.
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CEO Tim Cook takes a photo with Vision Pro. Photo: Bloomberg . |
Apple also needs to develop useful apps that make the device as appealing as the iPhone. Finally, the product needs to be available in large quantities at a price that is hard for consumers to refuse.
Meta is having success with its simple smart glasses, which are only used to take photos and interact with AI. Before completing AR glasses, Apple is looking at temporary solutions, such as integrating AI cameras into the Apple Watch and AirPods.
Apple’s current advantage comes from its experience in chip development, software, manufacturing, and its vast app store. According to Gurman, the company just needs to figure out how to outpace its competitors. Devices from Meta, Snap, and products running Android XR will soon appear on the market.
Source: https://znews.vn/giac-mo-cua-tim-cook-post1545621.html
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