Meta pulls plug on plans for high-end Vision Pro competitor

Meta is calling it quits on making a high-end mixed reality headset to compete with the Apple Vision Pro, The Information reports. This is despite recent news that the headset, codenamed La Jolla, would arrive sometime in 2027.

According to The Information, Meta had already started developing the La Jolla headset in November but told employees to stop working on the device this past week. The decision was due in part to the fact that the La Jolla headset would’ve used pricey micro OLED displays. The Verge reached out to Meta for comment but did not receive an immediate response.

The move suggests that Meta as a whole may be souring on the idea of premium VR. Purportedly, the goal was to keep the cost of the headset under $1,000, which was looking increasingly difficult given how expensive micro OLED can be to produce. Compounding matters, the $3,500 Vision Pro has struggled to make an impact with customers and developers, raising questions as to whether there’s even appetite for a high-end competitor. It also doesn’t help that the Quest Pro, which launched at $1,499, was poorly reviewed and quickly faded from the spotlight.

Despite that, Meta still has plans for more headsets and mixed-reality tech in the near future. The Verge has previously reported that a more affordable Quest headset, codenamed Ventura, may be coming out later this year. In a similar vein, Meta will reportedly show off some new AR glasses next month at its Meta Connect event. Likewise, the Quest 4 is rumored to have a standard and premium version arriving sometime in 2026.