July 20, 2024

Meta’s Strategy to Outperform Apple’s Vision Pro with Cheaper Headsets and Controller-Free Experience

In a bid to establish its virtual reality (VR) technology in the mainstream market, Meta, formerly known as Facebook Reality Labs, is planning to release a follow-up to its Quest 3 headset and draw inspiration from Apple’s Vision Pro. This move comes after Apple’s announcement of its own VR headset earlier this year. Mark Gurman, in his Power On newsletter for Bloomberg, reports that Meta has altered its marketing plans for the Quest headset in response to Apple’s offering. As part of this strategy, Meta aims to release a VR headset without controllers, reducing costs and targeting a wider audience next year.

According to Gurman’s sources within Meta, the company is currently in an “afraid of Apple” stage, drawing parallels to the era of the mobile phone industry just before the iPhone’s launch. This fear has prompted Meta to shift its focus from the metaverse to highlighting the headset’s practical uses, such as gaming and productivity. This change in direction is a direct response to Apple’s pitch for the Vision Pro. Despite its higher price, Apple’s headset is more accessible and focused on real-world applications rather than immersive virtual worlds.

Meta’s roadmap for its upcoming headset, codenamed Ventura, involves making it even more affordable than the Quest 3, which is already priced at less than 15 percent of the Vision Pro. The aim is to enhance comfort while maintaining high screen resolution. In line with this goal, Meta is considering eliminating the bundled controllers, allowing users to rely solely on hand gestures or purchase controllers separately.

Although Apple and Meta have different target markets, the current VR headset market primarily consists of early adopters seeking VR experiences. Meta recognizes the importance of positioning itself for future growth and needs a differentiated product to prevent the Quest from becoming obsolete, similar to feature phones.

By offering cheaper headsets and a controller-free experience, Meta aims to attract a broader audience and expand the VR market. The removal of controllers not only decreases costs but also simplifies the overall user experience. This strategy aligns with Meta’s goal of democratizing VR technology and making it accessible to a wider range of consumers.

As the VR market evolves, Meta seeks to anticipate market dynamics and secure its position as a key player. By drawing inspiration from Apple’s approach and leveraging its own technological advancements, Meta aims to stay ahead of the competition and shape the future of VR. With its strategic focus on affordability and practical applications, Meta is poised to make significant advancements in the VR industry.


1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it