Apple is playing a transformative role in shaping the Virtual Reality (VR) and Mixed Reality (MR) ecosystem, particularly with the launch of the Apple Vision Pro.
While its entry into the market comes with challenges such as high pricing and limited application resources, Apple’s focus on innovation and expanding the use cases of VR/MR devices has set new benchmarks for the industry.
The global VR and MR headset market is projected to reach 9.6 million units in 2024, growing by 8.8 percent, according to TrendForce. Key trends driving this growth include the dominance of low-cost devices, the shift from entertainment accessories to productivity tools, and the increasing adoption of OLEDoS (Organic Light-Emitting Diode on Silicon) as the preferred display technology for high-end devices, while LCDs remain dominant in budget models.
The debut of the Apple Vision Pro marks Apple’s foray into the VR/MR market. Despite capturing only 5 percent of the market in its first year, Apple has made a significant impact by setting new standards in design, functionality, and display technology. The Vision Pro is the first device to feature OLEDoS displays, offering exceptional resolution and visual quality, which establishes a new benchmark for high-end VR/MR specifications.
Additionally, Apple is shifting the focus of VR/MR from consumer entertainment to broader productivity applications. The Vision Pro supports virtual meetings, document editing, and advanced use cases in sectors like healthcare and education, encouraging competitors to rethink device functionality.
Apple’s high pricing and the limited availability of applications have constrained initial sales, but the company’s strategy is evolving. By 2026, Apple plans to release two models targeting different market segments: one high-end model featuring OLEDoS technology with resolutions exceeding 3,000 PPI, and a more affordable mainstream model that may adopt glass-based OLED or LCD with LTPO backplane technology to balance cost and performance. Apple is also diversifying its supply chain, exploring partnerships with Chinese suppliers to reduce production costs, signaling a move to optimize pricing for broader appeal.
Despite initial hurdles, Apple’s influence in the VR/MR space is poised to grow. Its emphasis on productivity and premium user experiences challenges market leaders like Meta, which dominate through affordable pricing strategies. By broadening the scope of VR/MR applications, Apple is driving innovation and compelling other brands to expand their device capabilities. Apple’s ability to set new standards, combined with its strategic approach to addressing both high-end and mainstream markets, positions the company as a key player in the evolution of VR/MR technologies.
Meta remains the global leader in VR and MR device shipments, holding a 73 percent market share in 2024. The growth driver for Meta is the affordable Quest 3S, priced at $299, which has contributed to an 11 percent increase in shipments. Meta’s strategy focuses on affordable pricing to attract consumer interest. The company has opted to release the Quest 3S early and suspended plans for the high-end Quest Pro 2, signaling a shift toward budget-friendly devices.
Sony holds the second-largest market share at 9 percent with its PS VR2, but its performance has been impacted by limited functionality and application support. Despite efforts to integrate the PS VR2 with PC platforms using adapters, Sony faced 25 percent year-over-year decline in shipments due to device’s shortcomings.
Baburajan Kizhakedath
