It came from the future
News this week is that incoming CEO John Ternus has made some tough decisions around Apple’s approach to spatial computing, terminating development of Vision Pro (even as leaked images of a black model emerge) while focusing R&D on two smart glasses projects to compete with Meta.
The intention is to introduce XR and AR glasses priced at around $300 to $500 each. While not as richly-featured as the Vision Pro, they will be within the reach of more people and draw deeply on the huge R&D effort that went into the original Apple AR visors. Apple hopes a focus on trust and privacy will be enough to push Meta aside, helping Cupertino dominate this part of the category. If that plan succeeds, don’t be at all surprised to see plans for Vision Pro 2 return to the table, though that’s not the focus now.
Apple frequently described the Vision Pro as a product “pulled from the future,” a device for enterprise users and early adopters. For many such users, the existing product will be useful in their work for time to come.
What’s strategically solid about this is that Apple has now defined a good future for spatial computing and is bringing components of that future to the mass market on the basis of a provable technology you can already try for yourself in any Apple Store. This is a long game, and while it will take time to play out, it’s a game the company has proved it can join.