Apple has entered the VR/MR market with the launch of Vision Pro, quickly capturing 5% market share amid a landscape dominated by Meta and its affordable Quest 3S. The global VR and MR headset shipments are projected to reach 9.6 million units in 2024.
Apple enters VR/MR market, captures 5% share with Vision Pro
According to TrendForce, the rise of low-cost devices, a transition from entertainment-focused systems to productivity tools, and the adoption of OLEDoS as the preferred display technology are reshaping the industry. Meta leads the market with a commanding 73% share, mainly driven by the budget-friendly Quest 3S, which retails at $299 and saw an 11% year-over-year increase in shipments despite a stagnant application ecosystem.
Sony has struggled to maintain its presence, with its PS VR2 securing a mere 9% of the market. Shipping figures for Sony declined by 25% year-over-year, primarily due to the system’s limited functionality and application support, despite attempts to broaden its ecosystem by integrating with PC platforms.
Apple’s Vision Pro, priced at $3,499, has encountered obstacles with sales performance that fall short of typical Apple launches. Tim Cook noted that the Vision Pro is not targeted at the mass market, describing it as an “early-adopter product,” indicating its appeal largely rests with a niche consumer base interested in cutting-edge technology. TrendForce estimates that sales for the Vision Pro may not exceed 500,000 units this year due to its high price and limited application resources.
The emergence of new product strategies
Despite the early challenges, the Vision Pro has redefined user expectations for VR and MR devices by expanding their functionality beyond gaming and entertainment. Many organizations now see VR and MR applications as pivotal in areas such as document editing, virtual meetings, healthcare, and education. This shift could encourage other manufacturers to rethink their device functionalities to better compete in emerging consumer and enterprise markets.
TrendForce highlights Vision Pro as a trailblazer in using OLEDoS display technology, setting a new standard for viewing quality in high-end near-eye devices. Further reinforcing this trend is the prevalent adoption of LCD technology, which dominates the market with a share exceeding 80%.
Looking forward, Apple plans to launch both a next-generation Vision Pro and a mainstream headset, potentially dropping the “Pro” designation, by early 2026. The next Vision Pro is expected to maintain high specifications, including a display resolution exceeding 3,000 PPI, while pursuing cost reduction strategies by seeking materials from alternative suppliers beyond Sony.
The mainstream version aims to provide a cost-efficient alternative to the premium model, targeting price-sensitive consumers. Reportedly, possible display options for this model include glass-based OLED displays and LCDs using LTPO backplane technology, striking a balance between performance and affordability.
Industry speculation shows that while the premium model may see slightly reduced pricing, Apple is keen on making visionOS accessible to a broader audience with the mainstream device. Analyst Ming-Chi Kuo has suggested that while both models are on the table, the release schedule for the affordable option could extend beyond 2027.
Featured image credit: Apple
