Are TDK's FCLM and Meta's Orion a possible reason for the change in strategy for Microsoft Hololens and Apple Vision Pro? – Image: Xpert.Digital
New realities: technologies that force Microsoft and Apple to rethink
According to our analysis, developments around Meta's Orion and advances in TDK's FCLM (full-color laser microdisplays) could have a significant impact on the strategy changes at Microsoft HoloLens and Apple Vision Pro. Both companies, Microsoft and Apple, face similar challenges in the areas of augmented reality (AR) and mixed reality (MR), particularly in terms of market acceptance, production and costs.
Meta's Orion and Microsoft HoloLens
Meta has introduced the Orion glasses, an AR device that uses transparent lenses and focuses more on everyday use. In contrast to mixed reality glasses such as the HoloLens or the Apple Vision Pro, which also support virtual reality (VR), Orion focuses purely on AR and offers a slimmer design. This technological focus may have caused Microsoft to rethink its own strategy. In fact, Microsoft has stopped production of the HoloLens 2 and appears to be focusing on military applications, while for the civilian market it remains unclear whether a successor is coming. The high cost and low market penetration of devices like the HoloLens were also arguably influenced by technologies like FCLM.
Apple Vision Pro and Meta's Orion
Apple is also struggling with sales problems for its Vision Pro. The device is technically impressive, but difficult to access for the mass market due to the high price of around 4,000 euros. Meta's approach with Orion may have caused Apple to change its strategy. Apple has reportedly halted development of a second-generation Vision Pro and is instead focusing on a cheaper version. This suggests that Apple recognizes that the market for expensive mixed reality devices is limited and that a more affordable model is necessary to achieve wider adoption.
FCLM technology from TDK
TDK's FCLM technology will also be a factor. This technology enables high-resolution displays with low power consumption, which is crucial for AR glasses. Such technological advances could prompt both Microsoft and Apple to adjust their hardware strategies. Smaller, lighter and more energy efficient displays would make it possible to develop devices that are both more suitable for everyday use and more cost-effective.
Our opinion
Both Meta's advances with Orion and technological innovations like FCLM play a role in Microsoft and Apple's AR/MR strategy shifts. Both companies appear to have recognized that they need to adapt their products - whether through cheaper models or by focusing on specific applications such as the military - to remain competitive in a rapidly evolving market.
In detail - Strategic realignment: Market and technology are pushing Microsoft and Apple to new limits
Developments in augmented reality (AR) and mixed reality (MR) have gained considerable momentum in recent years. Technologies such as TDK's full-color laser microdisplays (FCLM) and Meta's Orion AR glasses have the potential to have a lasting impact on the strategic approaches of large companies such as Microsoft and Apple. Microsoft with the HoloLens and Apple with the Vision Pro both face challenges that affect not only the technological aspects, but also market acceptance and production costs. Current developments suggest that the progress in FCLM and the appearance of new competing products such as Meta's Orion glasses could be a key reason for these tech giants' change of strategy.
Technological disruption and market influence
The introduction of Metas Orion highlights the importance of “everyday suitability” in AR technology. Orion relies on transparent lenses, giving users a more natural view of their surroundings while allowing them to see AR content. This focus on a lighter and more “everyday” design is fundamentally different from mixed reality glasses such as the HoloLens and the Vision Pro, which also support virtual reality (VR) and therefore have a bulkier design. This difference in approach may have played a role in Microsoft's thinking about redirecting its HoloLens strategy.
Microsoft appears to be making a clear cut in the civilian market by ceasing production of the HoloLens 2 and increasing its focus on military applications. While the civilian application possibilities have not yet been fully exploited, Microsoft is focusing on profitable and stable markets such as the military, which guarantee higher investments and stable order volumes in the long term. This could also be a strategic attempt to move away from the competitive and price-sensitive consumer market and instead target niche markets where there is less competition.
Apple Vision Pro and the price pressure problem
Apple, considered a market leader for innovation and high technology, is fighting similar challenges with its Vision Pro. The price of around 4,000 euros makes the device unaffordable for the average consumer and thus makes broad market acceptance difficult. While the Vision Pro is technically impressive, Apple has apparently realized that the market for expensive MR devices is limited. The Vision Pro's goal of sparking a revolution in MR has been hampered by its high price, and reports suggest that Apple has halted development of a second, higher-priced generation of the Vision Pro. Instead, a cheaper version could be developed that better suits the needs and budgets of a broader range of consumers.
A strategic shift toward cheaper AR glasses would put Apple in more direct competition with Meta and its Orion, which provides more cost-effective access to AR technology. While Apple's Vision Pro relies on exclusive features and state-of-the-art technology, Meta is trying to optimize and democratize the AR experience for everyday life with the Orion, which could also influence Apple's strategy.
The role of TDK's FCLM technology
Another key factor that could shape the future of AR/MR devices is TDK's FCLM (full-color laser microdisplays) technology. This technology allows for high-resolution and energy-efficient displays, which are crucial for AR applications. Lower power consumption is particularly important because AR glasses need to be lightweight and compact without sacrificing image quality or battery life. FCLM technology could make it possible to produce thinner and lighter devices that still offer a premium display, increasing mass market appeal.
Advances in display technology could prompt both Microsoft and Apple to realign their hardware strategies. By leveraging FCLM, both companies could develop AR devices that are more suitable for everyday use and offer longer battery life - two of the biggest challenges for current AR glasses. This could help ensure that AR and MR glasses are not just perceived as technological gadgets for the professional market, but as useful devices for everyday life.
Market trends and competitive dynamics
The AR/MR market is developing dynamically and competition is becoming increasingly intense. While Meta is targeting a broad consumer group with Orion, Microsoft and Apple have so far relied on high-end devices for specialized use cases. But the market shows that consumers are ready to embrace AR/MR technology if it is offered at affordable prices and in formats suitable for everyday use. The success of Meta's Quest 2 in the VR space has shown that affordable, user-friendly devices that offer a high level of functionality can be successful in the market.
Apple and Microsoft must adapt to this trend in order to remain competitive. The introduction of a cheaper Vision Pro version could be a big challenge, especially for Apple, which traditionally relies on premium products. But it appears that pressure from competing products like Orion glasses and high demand for lower-cost solutions is forcing Apple to rethink its strategy and offer products that are more accessible to broader audiences.
Impact on product development and strategies
Market developments and technological innovations not only influence companies' strategic considerations, but also product development. Smaller, lighter and more energy efficient displays like FCLM could lead to the development of new AR/MR products that are easier to integrate into everyday life. For Microsoft, this could mean that it will increasingly return to the civilian market if a more affordable and user-friendly HoloLens is possible. Apple, in turn, could gradually optimize its Vision Pro while reducing costs to increase market penetration.
One possible approach would be for Microsoft and Apple to work with display manufacturers such as TDK on tailor-made solutions to exploit the full potential of FCLM. This could lead to new industry collaborations in which technology providers and device manufacturers work more closely together to increase device performance and efficiency. In the long term, such collaborations could change the entire AR/MR industry and set a new standard.
Opportunities and challenges for the future
While technological advances are promising, challenges also remain. The market acceptance of AR/MR glasses depends not only on technical aspects, but also on user-friendliness, integration into everyday life and costs. Companies like Microsoft and Apple are faced with the challenge of finding a balance between high technological standards and costs that are affordable for the masses. This requires significant investments in research and development as well as a rethinking of pricing.
It is expected that Microsoft and Apple will continue to adapt their strategies to take advantage of the changes in the AR/MR market. TDK's FCLM technology could serve as a key technology that influences the next generation of AR/MR devices and enables them to meet the needs of a changing market.
Change of strategy as a necessary response to technological and market changes
In summary, the change in strategy for Microsoft HoloLens and Apple Vision Pro is a necessary step to respond to the challenges and opportunities of a dynamic market. The developments at Meta's Orion and advances in FCLM technology have the potential to redefine competition in the AR/MR industry. For Microsoft, the focus on military applications could be a temporary measure until the technologies mature to be competitive in the civilian market. Apple, on the other hand, seems eager to make its Vision Pro available to a wider audience through cheaper versions.
The success of both companies will depend on the extent to which they are able to adapt their products to the needs of the market while remaining at the forefront of technology.
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