Vision Pro strategy will succeed in creating a two-tier market

Apple’s Visual Pro Market intelligence firm TrendForce predicts that the strategy of launching very high-end professional products first, followed by more affordable consumer versions, may be successful in the long run.

The company says that despite many criticizing its hefty price tag, the device still captures a respectable 5% market share and creates expectations that rival brands need to meet…

Vision Pro’s unique positioning

The Vision Pro isn’t the most expensive VR/AR headset on the market, but it’s the first to target more than just a niche market.

For example, The $6,500 Varjo XR-3 I tried last year Only for the high-end design market.

Varjo XR-3 requires connection to a powerful PC. This is because it is targeted only at corporate and government sectors that require maximum possible performance and compatibility with existing industrial design software. The company isn’t even trying to sell the XR-3 to consumers.

In contrast, Vision Pro is a standalone product with a wider range of potential applications. This gives it a unique position in the market.

This specification sets new standards

TrendForce Technology says Apple’s high-end displays in particular set new standards that other high-end devices need to meet.

Vision Pro successfully sets a new standard for users’ expectations for VR/MR. It is also the industry’s first device to feature OLEDoS display technology, setting a new benchmark for product specifications and visual quality in the industry.

It also broadens people’s understanding of what VR/AR headsets can do.

The launch of Apple Vision Pro enables VR and MR devices to move beyond traditional consumer-oriented entertainment and play a broader role as multi-functional productivity tools. Vision Pro is redefining the capabilities and use cases of VR/MR devices – from document editing and virtual conferencing to advanced applications in healthcare and education. This paradigm shift is expected to encourage other brands to re-evaluate the functional attributes of their own VR/MR devices and expand their role in the consumer and enterprise markets.

The future is a two-tier market

Leaving aside professional devices like the XR-3, TrendForce believes that Apple has actually created a two-tier market, with likely demand for both Pro and non-Pro models.

Apple is expected to launch a new generation of VR/MR devices as soon as 2026 and develop strategies to launch two different models targeting the high-end and mainstream markets.

High-end models are expected to continue to use OLEDoS display technology with a resolution exceeding 3000PPI to ensure an excellent visual experience. Apple may consider sourcing parts from suppliers other than Sony to reduce production costs, which may include Chinese suppliers currently expanding production capacity.

For its mainstream models, Apple is expected to focus on affordability and cost-effectiveness to target price-sensitive consumers. Possible display options for this model include a glass-based OLED display and an LCD with LTPO backplane technology, both of which offer a balance between performance and cost. This dual-track strategy will allow Apple to target both high-end and mainstream market segments, enhancing its influence in the global VR and MR market.

We currently expect to have to wait a while Second generation Vision Pro modelat the same time a More affordable non-pro version It may not arrive until 2028. Since at least 2008.

photography: Meow exist Not splashed