Meta has decided to abandon its plans to develop a premium mixed reality headset, which was intended to compete directly with Apple’s Vision Pro. This decision, as reported by The Information, comes as a surprise given that the device, codenamed La Jolla, was initially slated for a 2027 release.
The La Jolla project, which began development last November, was recently halted, with employees instructed to cease work on the device last week. A major factor in this decision was the high cost associated with using MicroOLED displays, which were crucial for the headset’s performance.
This move indicates a potential shift in Meta’s strategy regarding high-end VR technology. The company had aimed to keep the headset’s price under $1,000, but the escalating production costs made this increasingly difficult. Additionally, Apple’s $3,500 Vision Pro has faced challenges in gaining traction with both consumers and developers, raising doubts about the viability of a premium competitor in the market. Furthermore, Meta’s own Quest Pro, launched at $1,499, received mixed reviews and quickly faded from relevance.
While Meta’s Chief Technology Officer, Andrew Bosworth, downplayed the decision, stating on Threads, “We have many prototypes in development at all times. But we don’t bring all of them to production. We move forward with some, we pass on others,” it’s clear that the cancellation of La Jolla marks a significant pivot.
Despite this setback, Meta is still committed to advancing its AR and VR technologies. A more budget-friendly Quest headset, codenamed Ventura, is reportedly set to launch later this year, and the company is expected to unveil new AR glasses at the upcoming Meta Connect event. Additionally, the Quest 4 is rumored to be in development, with both standard and premium versions potentially arriving in 2026.
