In a surprising move, Meta has decided to halt the development of its premium mixed reality headset, which was set to compete with Apple’s Vision Pro. The project, internally dubbed “La Jolla,” was once a key element of Meta’s push into the mixed reality space. However, after an internal review in mid-August 2024, CEO Mark Zuckerberg and the leadership team chose to discontinue the initiative.
Financial Challenges and Strategic Shifts Behind the Decision
The decision to cancel the La Jolla headset came down to cost-related issues. Meta had aimed to price the device under $1,000, a clear attempt to undercut Apple’s Vision Pro, which is priced at $3,499. However, the expenses associated with essential components—like high-quality micro OLED displays—proved to be more expensive than anticipated, preventing the company from meeting its budget goals. In a statement on Threads, Meta’s Chief Technology Officer, Andrew Bosworth, acknowledged that the company frequently develops multiple prototypes, but not all of them make it to market.
What’s Next for Meta in Mixed Reality?
Despite shelving the La Jolla headset, Meta isn’t abandoning its ambitions in mixed reality. The technologies developed for the project, such as advanced gaze tracking, are likely to find their way into future products. While Meta remains tight-lipped about its next steps, the company is still exploring other headset prototypes. Whether Meta will launch another high-end device to rival Apple’s Vision Pro remains unclear, but it’s evident that mixed reality is still a significant area of interest for the company.