Meta has reportedly halted development on its Apple Vision Pro competitor, which was internally codenamed “La Jolla.” The ambitious project began in November last year and was initially slated for a 2027 release. However, recent reports suggest that Meta has decided to pull the plug on this high-end mixed reality headset.
Why Did Meta Cancel La Jolla?
The main reason behind the cancellation appears to be the high cost associated with the headset’s MicroOLED displays, which drove the production cost significantly above Meta’s initial target of under $1,000. With the estimated production costs soaring, the project no longer aligned with Meta’s strategy of offering accessible and affordable technology.
Additionally, the $3,500 price tag of Apple’s Vision Pro has not been met with overwhelming consumer enthusiasm. Even a tech giant like Apple has struggled to make its expensive mixed reality device a mainstream success, suggesting that there may not be a substantial market for high-end headsets. This likely influenced the company’s decision to abandon the La Jolla project.
We have many prototypes in development at all times. But we don’t bring all of them to production. We move forward with some, we pass on others. Decisions like this happen all the time, and stories based on chatter about one individual decision will never give the real picture.
Andrew Bosworth, Meta’s Chief Technology Officer
Bosworth’s statement emphasizes that while the La Jolla headset was a notable project, the company is constantly evolving its product lineup and prioritizing developments that align with market demand and cost efficiency.
What’s Next for Meta?
Despite the cancellation of La Jolla, the company continues to innovate in the AR and VR space. The company is currently working on a more budget-friendly headset, codenamed “Ventura,” which could be released by the end of this year. They are also set to unveil new AR glasses next month and is expected to launch the Quest 4 in 2026.
Meta’s strategic pivot towards more affordable and consumer-friendly devices indicates a shift in focus towards accessibility and market penetration. By concentrating on lower-cost headsets, Meta aims to capture a larger share of the growing AR and VR market.
Pokdepinion: Personally, I’m not surprised. I mean, if it’s out of reach for a whole lot of consumers, then what’s the point? Technology needs to be accessible if it wants to flourish after all.
