Meta Platforms has reportedly decided to cancel its plans for a high-end mixed-reality headset, which was designed to rival Apple’s Vision Pro, the Information reports (via Reuters ).
The decision was revealed following a product review meeting within Meta’s Reality Labs division, where employees were instructed to halt all work on the device, code-named “La Jolla.”
Originally slated for a 2027 release, the device was expected to feature ultrahigh-resolution micro OLED screens, similar to the cutting-edge display technology used in Apple’s Vision Pro.
Meta’s move to abandon this ambitious project comes amid ongoing challenges in the virtual and mixed reality (VR/MR) market. Apple’s Vision Pro, which made a significant impact when introduced last year, has also encountered sluggish sales primarily due to its hefty $3,500 price tag.
Reality Labs, the division within Meta responsible for the development of its Quest headset line, has been a major focus of the company’s VR and augmented reality (AR) ambitions. Despite pouring billions into this division, Reality Labs has struggled to turn a profit, with Meta’s Quest headsets facing varying degrees of market success.
Currently, Meta’s lineup includes the Quest 2, priced at an affordable $200, and the more advanced Quest 3, which is available for $500 in the U.S.
However, the company faced challenges with its premium Quest Pro headset, which was priced at $999. The Quest Pro was discontinued in 2023 after failing to gain traction in the market, suffering from weak sales and lukewarm reviews.
CEO Mark Zuckerberg has consistently voiced his belief in the long-term potential of augmented and virtual reality technologies.
However, this latest move suggests that the company may be prioritizing more immediate, commercially viable products over ambitious, high-cost projects that carry greater risk.
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