Apple's $3,499 Vision Pro mixed reality headset debuted in February. Despite Apple's efforts to make the Vision Pro the flagship version, it remains “an expensive product,” according to Bloomberg chief correspondent Mark Gurman.

His Sunday Power over newsletter reveals new details about Apple's strategy with the Vision Pro as it aims to sell more units.

According to Gurman, Apple's Vision Products Group always had the strategy of releasing the Vision Pro first and then a cheaper alternative down the line.

The group's focus is now on these cheaper headphones, which can retail for between $1,500 and $2,000. Apple wants to release it in late 2025 and plans to do so before teasing the Vision Pro, Gurman claimed.

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Even if the cheaper Vision Pro sold for $1,500, it would be three times more expensive than the Meta. Research 3 and more than seven times more expensive than Meta Research 2which is sold at least 20 million unit.

Bloomberg wasn't the only one to pick up on Apple's push for a more affordable mixed-reality headset. Information also published a REPORT last week confirming that Apple wants to release a less expensive version of the Vision Pro by the end of 2025.

^{Wearing Apple Vision Pro. (Photo by Christian Vierig/Getty Images)}

Although Apple sold its initial stock of Vision Pro, with around 200,000 pre-orders, the headphones are still off to a slower-than-expected start. In April, analysts cut sharply their Vision Pro shipment forecasts for the rest of the year, from about 700,000 units to about half that, from 400,000 to 450,000 shipments.

Vision Pro was taken mixed reviews and average or above average rates of return for Apple products from its first buyers. Customers who returned it didn't like the weight of the device, the actual lack of apps, and the quality of the screen.

Apple announced at its annual developer conference Earlier this month, the Vision Pro will soon be available internationally, which could help boost sales.

China, Hong Kong and Singapore will have access to Vision Pro later this month; France, Germany, Canada, Australia and the UK will have access next month.

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