Apple is stepping up work on the second-generation Vision Pro in an attempt to correct course after a debut whose sales results proved to be significantly lower than original forecasts.
Despite the tech giant’s entry, the virtual and augmented reality market remains stagnant and Vision Pro has failed to become the breakthrough that Cupertino was hoping for.
A recent discovery in the code lines of Apple’s operating system confirms earlier reports that a successor to the current model is in development.
All indications are that the company is working on a two-pronged strategy. This includes both a more advanced model and, crucially for expanding the market, a more affordable version.
At the heart of the new, more powerful generation is expected to be Apple’s upcoming M5 processor, which will also find its way into future MacBook Pros.
Beyond pure computing power, Apple needs to solve fundamental hardware problems. The current model, which weighs around 680 grams, has been criticised for being insufficiently comfortable for prolonged use. The company is expected to make design changes, including a new, redesigned strap to improve the ergonomics of the device.
However, the biggest challenge remains the ecosystem. The amount of content and apps available is a key inhibitor to sales.
Despite providing developers with tools to help create immersive experiences, there has been a decline in the number of new apps appearing in the App Store.
Furthermore, some leading studios specialising in VR/AR have halted software development for the Apple platform.
The situation is complicated by the manufacturer’s own strategy. According to reports from Bloomberg, Apple is deliberately withholding the publication of some of its already finished content, dosing it to stimulate future sales growth.
This tactic, combined with a prohibitive price (starting at $3,500), creates a difficult environment for both developers and potential customers, calling into question mass adoption of the technology in the near future.
