As reported by Bloomberg’s Mark Gurman; the Apple visionOS 2.4 update expected in April will bring AI capabilities to the $3,499 device; potentially transforming how users interact with spatial computing.
This marks an evolution evolution in the company’s mixed reality strategy, as Apple recently ceased development of its planned Mac-ready AR smart glasses to focus exclusively on Vision Pro. This singular focus on Vision Pro, combined with the upcoming VisionOS 2.4 update, demonstrates Apple’s committed investment in making Vision Pro their flagship mixed reality platform.
A Much-Needed Revamp
Since its launch, the Vision Pro has faced mixed reception in the market. While initially generating a real buzz with influencers showcasing the device in public spaces and early adopters praising its potential for remote work, interest has waned. Reports from October indicated that Apple was scaling back production due to lower-than-expected sales, highlighting the challenges of marketing a premium mixed reality device to mainstream consumers.
Professional Applications of the VisionOS 2.4 Headset
The integration of AI features should boost the Vision Pro’s appeal in professional settings. Some key business applications could include:
- Enterprise Communication: Genmoji and enhanced spatial media viewing capabilities could revolutionise virtual meetings and presentations, offering more engaging and natural interactions in remote work scenarios.
- Content Creation: Writing Tools powered by AI could enable more efficient document creation and editing in spatial environments, particularly beneficial for professionals who need to maintain productivity while away from traditional workstations.
- Spatial Design and Visualisation: The new spatial media viewing app, combined with AI features, could provide architects, designers, and engineers with more powerful tools for visualising and manipulating 3D models and panoramas.
The Mixed Reality Landscape
The mixed reality industry is experiencing rapid evolution, with major players each carving out distinct market positions based on their core strengths.
Meta dominates the consumer VR market through its Quest series, leveraging its social networking heritage to deliver accessible, connected experiences at sub-$500 price points. Their Microsoft partnership and substantial AI investments have strengthened their enterprise credibility, while their extensive content library and established user base provide significant network effects.
Apple stands apart with Vision Pro, doubling down on their premium strategy after recently cancelling their AR glasses development. Their focus on exceptional build quality, micro-OLED displays, and seamless ecosystem integration justifies their higher price point, while their M2 chip enables sophisticated on-device processing for privacy-conscious users.
Samsung and Google’s rumoured collaboration could bridge the gap between premium and mass-market segments, potentially combining Samsung’s hardware expertise with Google’s AI capabilities and Android ecosystem. This partnership could introduce a compelling middle-tier option that balances advanced features with accessibility.
Sony maintains its gaming-focused position with PlayStation VR2, leveraging its entertainment industry connections and gaming brand loyalty. Their specialised focus allows them to deliver optimised experiences for their core gaming audience while exploring broader applications through their entertainment portfolio.
Chinese manufacturers are reshaping market dynamics, with ByteDance’s Pico leveraging TikTok integration and aggressive pricing to expand internationally, while OPPO combines mobile device expertise with manufacturing scale to deliver competitive features at lower price points. Their rapid innovation cycles and pricing strategies are pressuring established players to accelerate development while managing costs.
This diverse competitive landscape suggests a market segmenting into distinct tiers, with each player’s strategy reflecting their technological capabilities and brand positioning. The success of these varying approaches will likely depend on how effectively each company can deliver on their core value proposition while adapting to emerging AI and spatial computing capabilities.
The Future for Vision and the Wider XR Market
The success of Apple Vision Pro’s AI integration could set new standards for mixed reality interfaces and applications. Key factors that will influence the technology’s evolution include:
The development of more sophisticated on-device AI processing capabilities Advancements in battery technology and power efficiency Evolution of spatial computing interfaces and interaction paradigms Integration with emerging technologies like 5G and edge computing
While Apple Intelligence might not immediately transform the Vision Pro’s market position, it represents a significant step toward making mixed reality computing more intuitive and powerful. As the industry approaches WWDC 2025, these AI features could lay the groundwork for more substantial updates that define the next generation of spatial computing.
The mixed reality landscape is at a crucial juncture, with major players investing heavily in both hardware and AI capabilities. Apple’s move to integrate AI features into Vision Pro signals their recognition of AI’s central role in the future of computing interfaces. The success of this integration could influence the direction of the entire industry, potentially accelerating the adoption of mixed reality technology in both consumer and professional contexts.
