Meta has officially ceased the development of a high-end mixed reality headset designed to compete with Apple’s Vision Pro, according to a report by The Information. This decision comes despite earlier plans to launch the headset, code-named La Jolla, sometime in 2027.

The company began working on La Jolla last November but recently instructed its employees to stop. The high cost of MicroOLED displays, which the La Jolla headset would require, was a major factor in this decision. With the aim to keep the headset under $1,000, Meta found it increasingly difficult to manage the production expenses.

“We have many prototypes in development at all times. But we don’t bring all of them to production,” Meta CTO Andrew Bosworth posted on Threads.

The move indicates a possible shift in Meta’s strategy away from premium VR products. The $3,500 Apple Vision Pro’s struggle to gain consumer and developer traction also raised questions about the market demand for high-end VR headsets. Meta’s own Quest Pro, launched at $1,499, received poor reviews and didn’t maintain its market presence.

Officially, Meta is downplaying the cancellation of La Jolla. Bosworth explained on Threads that the company often decides not to move forward with certain prototypes, suggesting that stories based on individual decisions don’t capture the full picture.

Despite cancelling La Jolla, Meta continues to develop more accessible mixed reality technologies. Reports from The Verge suggest that a more affordable Quest headset, codenamed Ventura, may hit the market later this year. Additionally, Meta is expected to unveil new AR glasses at its upcoming Meta Connect event, and the Quest 4 headset is rumored to have both standard and premium versions set for a 2026 release.

This isn’t the first time Meta has re-evaluated its approach to high-end VR. The first $1,000 Meta Quest Pro quickly gave way to the more affordable Meta Quest 3. CEO Mark Zuckerberg has already touted the $500 Quest 3 as superior to Apple’s $3,500 Vision Pro in meaningful ways, questioning the necessity of competing with another expensive headset.

Reports indicate that Meta has been working on several new AR/VR products, including a pair of advanced AR glasses. However, following the decision to cancel La Jolla, it appears that Meta is prioritizing affordability and broader accessibility in its next wave of products.

Ultimately, while the cancellation of La Jolla marks an end to one possible path for Meta, the company remains committed to advancing its AR/VR technology with upcoming releases aimed at a wider audience.