Meta was planning to launch a premium mixed reality headset, likely as a competitor to the Apple Vision Pro. However, according to the latest report, the company’s CEO Mark Zuckerberg instructed his employees to stop all work after a product review session. The chief executive was likely observing how well Apple’s $3,499 AR headset was doing in different regions, and since the device hasn’t even shipped 100,000 units in the US yet, Zuckerberg may have foreseen that Meta’s own offering would suffer the same fate.

Meta’s Apple Vision Pro competitor was supposed to have a target price of $1,000, but the launch was planned for several years

Since development work has been halted, The Information reports that Meta will continue working on the Quest 4, which will serve as a direct successor to the Quest 3 as the company looks to strengthen its position in the affordable mixed reality headset market. The Apple Vision Pro competitor should feature high-resolution Micro-OLED panels, the same technology used in the Cupertino company’s headset.

While Meta reportedly intended to sell its head-mounted wearable for around $1,000, the insane cost of Micro-OLED panels would have required the company to charge customers more. As a reminder, the Apple Vision Pro was estimated to cost $1,500 to manufacture, with a price tag of $456 for the two Micro-OLED panels alone. It was slated to launch in 2027, but it looks like that’s off the table.

Even the Meta Quest Pro, which launched at $1,499, failed to gain the traction it needed and was quickly forgotten by consumers. It’s safe to assume that expensive AR headsets haven’t yet found their footing in the market, so Apple is reportedly focusing on a low-cost version that’s expected to launch sometime in 2025. Unfortunately, the company is struggling to bring the price down without removing some key features.

Ming-Chi Kuo, an analyst at TF International Securities, has previously pointed out that even if Apple manages to overcome the price problem, it does not negate the fact that the device offers limited value to the user and forces them to return it after a few tries. The same money could be invested in another product that offers more value, such as an iPhone or a MacBook.

Meta has likely recognized this consumer behavior and is focused on releasing mixed reality headsets that are less of a burden on individuals’ finances. The company is also focused on improving its software, and by adding new programs, future releases can increase consumer appeal.

News source: The Information