Apple(US:AAPL) 美股IPO·2025-10-13 10:19Core Viewpoint - Apple is likely to make significant adjustments to its wearable device strategy due to the underwhelming market performance of the $3,500 Vision Pro, potentially shelving the lower-cost headset project "Vision Air" to focus on developing more mainstream smart glasses, which may lead to direct competition with Meta [1][2][4]. Strategic Shift: From "Niche" to "Mass Market" - Apple's DNA suggests it is not a company that chases niche markets, as its success is built on mainstream products like the iPhone, iPad, and Apple Watch, which have sold tens of millions to over a billion units [3]. - The Vision Pro, while impressive, is currently a heavy and expensive device with limited application scenarios, restricting its potential as a daily wearable tool [3]. Competitive Landscape: Convergence with Meta - Apple's strategic shift aligns with industry competitors, as Meta has also moved its focus from headset development to smart glasses [7]. - Despite Samsung's upcoming high-end headset aimed at competing with Vision Pro, it reportedly does not expect the product to achieve massive sales, indicating a broader industry trend towards smart glasses [7]. Future of the Vision Product Line - The shelving of the lower-cost headset does not signify the end of the Vision Pro product line; instead, it may evolve into a multi-tiered product lineup: - Entry-level: Smart glasses without a display [8] - Mid-range: Smart glasses with a display or true AR glasses [9] - High-end: Vision Pro as the flagship product, which will continue to receive updates [10]. - Future smart glasses are likely to run on the visionOS operating system, allowing Apple to maintain its software investment [11]. - Apple possesses significant advantages in designing smart glasses, including expertise in wearable devices, efficient in-house chip development, and strong ecosystem integration, but the key challenge lies in mastering AI-driven functionalities, which are crucial for the success of such devices [11].