The Zhitong Finance App learned that according to research firm TrendForce, Apple (AAPL.US) Vision Pro is reshaping the virtual reality (VR) and mixed reality (MR) fields, and has quickly become the third largest player in the global VR/MR headset market.

Meta Platforms (META.US) remains the global leader in VR/MR equipment shipments, followed closely by Sony (SONY.US) and Apple.

According to the agency, global shipments of VR/MR headsets are expected to reach about 9.6 million units in 2024, an increase of 8.8% over the previous year.

This year's shipment performance highlights the three major industry trends shaping the global VR and MR ecosystem, namely the dominance of low-cost devices, the shift from entertainment accessories to productivity tools, and OleDOS becoming the preferred display technology for high-end near-eye devices.

In 2024, Meta's market share will reach 73%, mainly due to the growth of the affordable $299 Quest 3S, whose shipment volume increased 11% year over year.

TrendForce notes that Meta faces limited market restrictions for new VR and MR applications, so it has adopted a strategy that prioritizes reasonable prices to attract consumer interest. The report added that Meta also chose to release the Quest 3S early while suspending plans for the high-end Quest Pro 2, indicating that the company is shifting its focus to affordable devices.

Sony's PS VR2 ranked second with 9% market share in 2024. Despite the Japanese company's efforts to integrate PS VR2 with PCs and platforms using adapters to expand the content ecosystem's platform, limited functionality and application support hindered the release of its performance. The report said that as a result, annual shipments fell 25% year over year.

Apple's Vision Pro holds 5% of the market share, making it the third-largest player in the VR/MR market. However, the report indicates that sales are lower than previous Apple product launches, mainly due to its high price and limited application resources.

The addition of Vision Pro, and Meta's efforts to make affordable models, show that affordability remains a key factor in consumer adoption. The report added that consumers' price sensitivity has consolidated the dominant position of LCD technology as display technology for VR/MR devices, with a market share of more than 80%.

The report notes that the launch of Vision Pro has moved VR and MR devices from traditional consumer-oriented entertainment to larger multi-functional tools, with use cases including document editing, virtual conferencing, and applications in healthcare and education.

According to the report, this shift is expected to encourage other brands to re-evaluate the functional uses of their VR/MR devices and expand their role in the consumer and corporate markets.

According to TrendForce, Vision Pro is also the first device in the industry to use OleDOS display technology, which sets a new benchmark for product specifications and visual quality in the industry.

Apple is expected to launch the next generation of VR/MR headsets as early as 2026. Its strategy is to launch two different models, targeting the high-end and mainstream markets respectively.

The high-end version is expected to continue using OleDOS display technology with a resolution of over 3000 pixels per inch (PPI) for a better visual experience. The report added that Apple may consider purchasing components from suppliers other than Sony to reduce production costs, which may include Chinese suppliers that are currently increasing production capacity.

For its mainstream model, Apple may focus on affordability and cost efficiency, targeting price-sensitive consumers. The report indicates that display options for this model may include glass-based OLEDs and LCD with LTPO backpanel technology.