See everything about the mixed reality accessory dispute

The technological race for the next great revolution already has two giants at the forefront: Meta and Apple. Both companies are betting heavily on the development and popularization of glasses. mixed reality, which combine virtual elements with the physical world. This competition promises to redefine not only the way we interact with technology, but also the global smart device market.

What is mixed reality?

Before discussing the dispute, it's important to understand the concept. Unlike virtual reality, which creates a fully digital environment, and augmented reality, which merely superimposes virtual elements onto the physical world, mixed reality integrates the two. This means the user can interact more naturally with digital objects that appear to be part of the real world.

Meta's bet

Meta, formerly Facebook, has been investing in the segment for years with the Quest line, initially focused on virtual reality. With the move into mixed reality, the company's goal is to make its headsets a central point of the so-called metaverse.

Meta's latest models feature high-resolution cameras, sensors to map the environment, and more intuitive controls. The idea is to enable not only immersive gaming, but also work meetings, studies, and even social interactions in digital environments. Furthermore, the company has sought to maintain more affordable prices in an attempt to popularize the use of these devices.

Apple's entry

Apple, in turn, recently entered this market with the Vision Pro, its mixed reality device. True to the brand's style, the proposal is to deliver a premium product with a sophisticated design and full integration with the Apple ecosystem.

Vision Pro boasts high-quality visuals, gesture and voice controls, and an immersive experience focused on productivity and entertainment. The company believes the glasses could replace traditional screens in the future, functioning as a complete, portable workstation.

Difference in strategies

Although both companies seek to dominate the same market, their strategies are different.

  • Goal: bets on competitive prices, focus on the metaverse and the gamer and social audience.
  • Apple: seeks to deliver a luxury product, integrated with its devices, aimed at users seeking exclusivity and maximum performance.

This difference makes it clear that the dispute is not just technological, but also about market positioning.

Impacts for the future

The dispute between Meta and Apple accelerates the evolution of the sector and should bring benefits to consumers. As companies invest in innovation, devices tend to become lighter, more powerful, and more affordable.

Furthermore, the market for mixed reality applications and content is expected to grow exponentially, creating new professions, new forms of social interaction, and even changing the way we work and study.

What to expect in the coming years

We're still in the early stages of this story. It's possible that, in a few years, mixed reality headsets will become as common as smartphones. Meta and Apple remain the leading players, but other companies are also expected to enter the race, making the landscape even more competitive.

For the consumer, this means that the next generations of these devices will have more features, more affordable prices, and increasingly diverse uses.

The dispute between Meta and Apple for the mixed reality glasses market shows that we are facing a new technological revolution. While Meta seeks to democratize access and create a digital social universe, Apple focuses on exclusivity and high-level integration.

Regardless of which company comes out on top, what's certain is that mixed reality headsets have the potential to completely transform the way we live, work, and play.

See also: Apple launches new app to organize your routine

Published on September 21, 2025