The tech community is buzzing over Meta’s recent cancellation of a next-gen mixed-reality headset. Was this a necessary move for a swiftly changing market that has yet to establish a viable product, or was it a strategic error that forfeits a chance to compete with Apple’s Vision Pro? The answer appears to be a bit of both as Meta seeks the sweet spot between innovation and market demand.
Meta’s Cancellation Decision
Meta’s mixed-reality headset will no longer be developed. CEO Mark Zuckerberg and other executives reached this decision after the product review meeting, during which they threw the headset under the bus. Once considered a top contender and a direct competitor to Apple’s Vision Pro, the device’s development was clearly no longer tenable—hence, the decision to stop working on it.
The cancellation of the next-generation Reality Labs headset can mainly be attributed to the high costs associated with advanced OLED display technology. Reality Labs has been a big area of focus for parent company Meta, but the division’s ambitious vision for AR/VR has come at a staggering cost, resulting in billions of dollars in losses.
Zuckerberg is undeterred, though. He continues to believe that the AR/VR field will amount to something tangible over the next decade or so. Still, the decision to cancel the headset seems to suggest he is rethinking his approach.
Impact of Apple’s Vision Pro
Initially seen as a game changing device, Apple’s Vision Pro headset has had trouble catching on. Sales have been disappointing, to the point that we could say the product has not yet found its market. Meta may well have looked to Apple’s struggles when second-guessing its own decision to introduce a pricey mixed-reality headset to a consumer base that seems highly doubtful, at present, about the usefulness of such products.
In general, the virtual reality marketplace seems to be in a state of turbulence. Microsoft’s HoloLens has moved toward niche markets with heavy wallets, and Google’s smart glasses failed to catch the public’s attention. Meta, looking at all this, might have decided that now is not the best time to invest in a premium VR headset.
Shift in Market Focus
Meta’s cancellation of the next-generation headset appears to be part of a larger strategic realignment. Instead of going head-to-head with the high-end hardware competitors, Meta seems to be focusing on its software ecosystem. If the company manages to create a compelling environment for users and developers, it will have accomplished something of value that it can then monetize.
In the long run, Meta’s vision could be in forming partnerships and collaborations with other tech firms and start-ups focused on developing affordable AR/VR solutions. If they do that, it might open the door to innovation in areas where Meta could achieve competitive differentiation, like AI integration or improved connectivity between AR/VR devices and smartphones.
From High-End to Consumer-Friendly Options
That said, the projected growth for the worldwide smart glasses market is nothing short of impressive. Estimates call for the sale of 13 million units by 2030, and the average annual growth rate from 2023 to 2030 is expected to be as high as 53.0%. In 2023, the U.S. market for smart glasses reached approximately 432,300 units, and this value is poised to climb.
While high-end items such as Apple’s Vision Pro might keep making the news, the real expansion should come from cheaper, more consumer-friendly products. Meta looks likely to take the lead in this. Its recent foray into the next big thing in computing—mixed-reality (MR) headsets—seems to have the everyday consumer in mind, and not only the well-heeled VR enthusiast.
Future Implications
The premium mixed-reality headset that Meta promised to build and sell has been canceled, and that may indicate a turnaround in strategy—away from high-end hardware that delivers premium mixed-reality experiences and toward making augmented reality/virtual reality (AR/VR) technology more accessible and practical. Despite cancelling the headset, Meta still plans to offer a range of hardware and software solutions for various AR/VR use cases, and its significant investment in this area still gives the company an edge in the office and education markets.
The future of AR/VR may rely less on cutting-edge devices and more on the kind of affordable, everyday products that consumers can easily make use of.
Editor’s note: This article was written with the assistance of AI. Edited and fact-checked by Owen Skelton.
