The Apple Vision Pro launch is welcomed by its biggest competitor — “What Meta thinks is people will buy their headset because it’s cheaper”

Apple Vision Pro with two people
(Image credit: Apple)

The Apple Vision Pro headset is almost here, and despite it being popular enough for orders to be delayed, its biggest competitor doesn’t seem to mind the competition. 

In a report by The Wall Street Journal, it was revealed that Meta executives are “optimistic, believing the iPhone Maker’s entry into the market will validate Chief Executive Mark Zuckerberg’s gamble.” The recently launched Meta Quest 3 upped its mixed reality capabilities, making it the headset that is most similar to Apple’s headset out there. People familiar with the internal workings of Meta claim that the Quest line of headsets could play a similar role to that of Android against the iPhone. 

WSJ spoke to Cathy Craig, a VR developer, who told the outlet, “What Meta thinks is people will buy their headset because it’s cheaper.” Given the huge $3,499 price point of the Apple Vision Pro and the relatively smaller price tag of $499 for a Meta Quest 3, some consumers could opt for Meta’s own headset, especially when you consider that spatial video appears to be coming to the platform.

A big gamble 

The metaverse has been estimated to have cost Meta over $36 billion since 2019, and Apple’s adoption of mixed reality apps and spaces could entice users into trying out a similar concept

In that same WSJ piece, a chief investment officer said, “This could be the Apple Newton—if you remember that, that was a real flop—or it could be the next iPhone.” If the Apple Vision Pro fails, it could make other mixed reality headsets look bad by association, so Meta execs seem to want Apple to succeed, for the profits of both brands. 

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James Bentley

James is a staff writer and general Jack of all trades at iMore. With news, features, reviews, and guides under his belt, he has always liked Apple for its unique branding and distinctive style. Originally buying a Macbook for music and video production, he has since gone on to join the Apple ecosystem with as many devices as he can fit on his person. 


With a degree in Law and Media and being a little too young to move onto the next step of his law career, James started writing from his bedroom about games, movies, tech, and anything else he could think of. Within months, this turned into a fully-fledged career as a freelance journalist. Before joining iMore, he was a staff writer at Gfinity and saw himself published at sites like TechRadar, NME, and Eurogamer. 


As his extensive portfolio implies, James was predominantly a games journalist before joining iMore and brings with him a unique perspective on Apple itself. When not working, he is trying to catch up with the movies and albums of the year, as well as finally finishing the Yakuza series. If you like Midwest emo music or pretentious indie games that will make you cry, he’ll talk your ear off.