Apple is directly challenging Meta’s recent AR advancements by announcing a more affordable Vision Pro headset and a new line of smart home gadgets. Following the reveal of Meta’s sleek Orion smart glasses, Apple is preparing a multi-pronged strategy. This includes a cheaper mixed-reality device, a robotic home assistant, and a major AI software upgrade to tie its entire ecosystem together, setting the stage for a major battle in consumer tech.
A More Affordable Vision Pro on the Horizon
The original Apple Vision Pro, launched with a steep $3,500 price tag, has been a niche product for tech enthusiasts and professionals. While its technology is impressive, its high cost and bulky design have been major barriers for the average consumer.
Apple is tackling this problem head-on. The company plans to release a more budget-friendly version of the Vision Pro next year. This new model aims to attract a much larger audience with a target price of $2,000.
To achieve this lower price, some features will be removed. The most notable cut is the EyeSight feature, which displays a digital version of the user’s eyes on the front screen. Apple will also use less powerful processors compared to the M2 and R2 chips in the current model. Apple believes this accessible version could double the sales of its mixed-reality headset line.
| Feature | Original Vision Pro | Upcoming Affordable Vision Pro |
| Price | $3,500 | $2,000 (Target) |
| Processors | M2 and R2 Chips | Less Powerful Chips |
| EyeSight Display | Included | Removed |
| Target Market | Enthusiasts & Professionals | Broader Consumer Market |
This move shows Apple is serious about making mixed reality a mainstream technology, not just a luxury item.
The AR Showdown with Meta’s Orion
Apple’s new strategy is also a direct response to moves made by its biggest competitor, Meta. At the recent Meta Connect 2024 event, Meta showcased its Orion smart glasses prototype, which looks more like a pair of stylish Ray-Ban sunglasses than a bulky headset.
Meta’s Orion represents a different vision for the future of augmented reality. Instead of creating a high-powered, all-in-one device like the Vision Pro, Meta is focused on creating something lightweight, fashionable, and easy to use every day.
This highlights a major difference in approach. Apple is starting with a powerful, feature-rich device and plans to make it cheaper and smaller over time, while Meta is starting with a simple, stylish form factor and will likely add more features later. Apple isn’t sitting back, however, with its own lightweight smart glasses planned for a 2027 launch to compete directly with products like Orion.
Apple’s Renewed Push into the Smart Home
Beyond augmented reality, Apple is also expanding its presence in the smart home market. The company has struggled to dominate this space in the past, but the success of the affordable HomePod Mini has encouraged it to launch new and innovative products.
Apple is preparing to launch two major smart home devices designed to integrate deeply into its ecosystem.
- Robotic Tabletop Device: This $1,000 device is built on a robotic arm that can rotate and follow users. It’s designed for advanced video calls, home security monitoring, and media playback, using AI-powered sensors to understand its environment.
- Smart Display: Acting like a home hub, this device will function as a more affordable, wall-mounted iPad. It will run a new HomeOS and provide easy access to Apple TV+, FaceTime, and apps like Calendar and Notes for the whole family.
These new products signal Apple’s ambition to be the central nervous system of the modern home, connecting entertainment, communication, and security through a single, unified system.
Powering Everything with Apple Intelligence
The hardware is only one part of the equation. The glue holding all these new devices together will be Apple Intelligence, the company’s new suite of AI features. This system is set to debut with iOS 18.1 and will be rolled out in stages, with a full launch expected by March 2024.
Apple Intelligence is designed to make devices smarter and more helpful. It will enhance Siri with a new system called Intents, allowing the assistant to perform more complex actions across different apps. The AI will also power a new visual assistant feature to compete with Google Lens, letting your iPhone better understand what it sees through the camera.
For the smart home, this means more powerful and intuitive control over both Apple and third-party devices. By embedding AI across its software, Apple aims to create a truly seamless and intelligent experience, whether you are wearing smart glasses, talking to a home hub, or just using your phone. This integrated approach is Apple’s key strategy for winning the next wave of consumer technology.
