Apple’s Vision Pro Shipments Double in Q3, AR Glasses Expected to Surge in 2025

Meta was again dominant in the global VR market with a 65% market share in Q3 2024. The shipment of Apple's Vision Pro more than doubled its QoQ number since the international launch in China, Europe, and APAC, based on a recent report.

Overall, global VR headset shipments fell 4 per cent (on-year) and 16 per cent (on-quarter) in Q3 2024, the market’s third consecutive quarter of declines, according to Counterpoint’s Global XR (AR/VR) Headset Model Tracker.

The decrease was primarily due to a 50 per cent drop in the tethered VR headset segment during the quarter. In contrast, the standalone VR headset segment grew by 14 per cent YoY.

Counterpoint believes international shipments will comprise around 90 per cent of the entire shipments that Apple would clock in H2 2024.

"Apple is purportedly testing OLED displays fabricated on conventional glass substrates for its more affordable Vision headset. This display technology could be more economical compared with the Micro OLED displays featured in the Vision Pro," the report stated.

Pico saw its shipments drop 2 per cent year-over-year but rise 6 percent quarter-over-quarter. Sony's shipments were down 29 percent year-over-year but more than doubled the previous quarter as the firm's PC adapter launch and promotional campaigns in North America and Europe drove interest in its headsets.

Though the XR market underperformed in Q3 2024, the quarter also represented significant industry milestones.

The report stated that the debut of Meta's Orion AR glasses and Snap's Spectacles' 24 AR glasses depicted the future potential for AR technologies.

By utilizing their advantages in generative AI technologies, the traditional hardware titans, AR/VR OEMs, and the internet companies are shifting gears towards developing AR+AI smart glasses.

While the global VR market is likely to witness only a slight growth in the next few years, Counterpoint expects to see significant expansion in the global AR smart glasses market, the roper mentioned.