Report: Apple Focused on Expanding Vision Pro to International Markets
The Apple Vision Pro, a mixed-reality headset, was launched in February 2024 but remains available only in the United States. Apple has plans to introduce the device to international markets, with CEO Tim Cook confirming its launch in China later in 2024. However, despite these expansion efforts, a successor to the Vision Pro is not expected anytime soon. A recent report suggests that the Apple Vision Pro 2 will not be released before the end of 2026.
According to Mark Gurman in his Power On newsletter, Apple’s Vision Pro roadmap for the next two years does not include another headset. This aligns with Apple analyst Ming-Chi Kuo’s February statement that the Vision Pro 2 would not enter mass production before 2027. If these reports hold true, Apple might take up to three years before launching another product focused on augmented reality (AR) and virtual reality (VR).
Despite the lack of immediate plans for a successor, Apple has a clear strategy for the Vision Pro. The first priority is expanding its market reach. Although initially launched in the US, the headset is set to debut in China, with other regions likely to follow in 2025. However, Apple appears cautious about the number of units it will sell, reportedly cutting orders from an initial market consensus of 700,000 to 800,000 units down to 400,000 to 450,000 units.
This strategic approach indicates that Apple is taking a measured path with its mixed-reality offerings, focusing on market penetration and optimizing the Vision Pro before considering a follow-up product. The company’s expansion into China is a significant step, reflecting its intention to establish a global presence for its latest innovation.
As Apple works on making the Vision Pro accessible worldwide, potential buyers in various regions can expect to see the headset’s availability expand over the next year. Meanwhile, the anticipated delay of the Vision Pro 2 suggests that Apple is focusing on refining its current offering and assessing market response before moving forward with a new iteration.
In summary, while the Apple Vision Pro continues to roll out internationally, its successor is not expected to arrive until late 2026, indicating a strategic focus on market expansion and careful planning for future developments in AR and VR technology.
The final target is developing a cheaper version of the headset, claimed Gurman. The company is said to be focused on launching a cheaper version of the Vision Pro before planning a successor. However, there is a challenge. As per the report, Apple is struggling to bring down the price and does not have a concrete plan to achieve this goal.