Apple’s XR Ambitions: A 2025-2028 Roadmap of Vision Pro, Smart Glasses, and More

Apple is poised to significantly expand its presence in the extended reality (XR) market, according to a detailed roadmap from renowned supply chain analyst Ming-Chi Kuo. This roadmap outlines a potential launch of seven new head-worn devices between 2025 and 2028, including updated Vision Pro headsets and highly anticipated Apple smart glasses.

The Vision Pro and its Successors: A Look at Apple’s XR Headset Strategy

The launch of the Apple Vision Pro in 2024 marked a pivotal moment for the XR industry. This groundbreaking device not only generated substantial consumer interest but also accelerated the overall market demand for immersive and user-friendly XR technology. However, the high price point of $3,499 limits its accessibility to a niche market.

Kuo’s roadmap suggests Apple intends to broaden the Vision Pro’s appeal through a multi-pronged approach. A spec-bumped version of the Vision Pro is expected later in 2025, potentially addressing some of the initial device’s limitations and enhancing its overall performance. This strategy aims to consolidate the Vision Pro’s position as a leading XR headset while attracting a wider range of consumers.

Looking further ahead, Kuo predicts the arrival of the Vision Air in 2027. This headset will supposedly be significantly lighter and more affordable than the original Vision Pro, leveraging Apple’s flagship iPhone processor for enhanced performance. The Vision Air’s lower price point will be crucial to expanding its reach into the mass consumer market. Apple’s strategy appears to be to establish a premium product line and then introduce more affordable options to capture a larger market share.

A second-generation Vision Pro, featuring a lighter design and a reduced price, is anticipated for 2028. This signifies Apple’s continuous commitment to refining its XR technology and making it more accessible to a broader consumer base. The iterative development approach reflects Apple’s typical product strategy, continuously improving performance and functionality while targeting a wider demographic.

Apple Smart Glasses: Entering the Smart Eyewear Market

Apple’s foray into the smart glasses market is arguably the most anticipated aspect of Kuo’s roadmap. The company is rumored to launch its first smart glasses in 2027. These glasses are expected to offer a range of features, including voice control, gesture recognition, video recording capabilities, and an AI-powered environmental sensing feature.

The smart glasses’ design and functionality are likely to draw inspiration from existing products like Meta’s Ray-Ban smart glasses, but with a focus on superior build quality and integration with Apple’s ecosystem. This competitive strategy aims to capitalize on the growing market for smart eyewear, offering a premium alternative to existing options.

The integration of AI environmental sensing is a particularly noteworthy feature. This technology could allow for augmented reality overlays, context-aware interactions, and advanced accessibility features. This suggests that Apple is aiming for a more sophisticated and feature-rich smart glasses experience than currently available on the market.

The potential launch of additional smart glasses models in 2028, possibly including display-equipped versions, further highlights Apple’s commitment to establishing a strong presence in the smart eyewear market. This aggressive expansion into the smart glasses market could redefine the landscape of wearable technology.

Other XR Devices and Apple’s Broader Strategy

Beyond the Vision Pro headsets and smart glasses, Kuo’s report mentions other XR devices with less-defined timelines. These include a second-generation XR glasses model and a device that could be tethered to an iPhone or Mac. The latter project, however, has reportedly been paused due to insufficient competitive advantage.

Apple’s overall strategy seems to be to create a comprehensive XR ecosystem, offering a diverse range of devices to cater to different needs and preferences. This approach aims to establish a dominant position in the rapidly expanding XR market, leveraging Apple’s strengths in hardware, software, and services.

The company’s commitment to developing a range of XR devices, from premium headsets to more affordable options, suggests a long-term vision for integrating XR technology into everyday life. This ambitious strategy reflects Apple’s consistent pattern of identifying emerging markets and investing heavily in their development.

Key Takeaways

• Apple plans to launch seven head-worn devices by 2028, including Vision Pro updates and smart glasses.
• Multiple Vision Pro iterations are expected, focusing on improved specs and lower price points.
• Apple smart glasses, launching in 2027, will likely compete with Meta and Google offerings.
• Additional XR devices are in development, showcasing Apple’s broader XR ecosystem strategy.
• Apple’s aggressive expansion into XR indicates a long-term vision for integrating this technology.