During a recent episode of Stripe’s podcast, CEO Mark Zuckerberg outlined the challenges that Meta Platforms (META) faces in competing against tech giants like Apple (AAPL) and Google (GOOG) (GOOGL). Specifically, Zuckerberg explained how these companies often restrict Meta’s ability to innovate within their ecosystems, citing Apple’s iMessage as a powerful “lock-in” that discourages users from switching platforms. This competitive environment has influenced Meta’s decision to invest heavily and early in virtual reality (VR) and augmented reality (AR) technologies, even before the market is fully mature. 

Zuckerberg says the strategy is actually working, as shown by the latest release of Apple Vision Pro, which largely failed due to its poor design, $3,500 price tag, and lack of relevant features or utility. Zuck touted this win, saying “our VR products are better and 10 times cheaper than Apple.”

This bold claim underscores Meta’s commitment to making immersive computing accessible to a broad audience. Meta’s Reality Labs division has been developing a range of VR and AR devices, including the popular Quest headset line and smart glasses developed in partnership with the Ray-Ban and Oakley brands. The company plans to launch multiple new AI-powered wearable devices in 2025, signaling a major push to expand its hardware portfolio and user base.

Zuckerberg’s Background and Strategic Vision

Mark Zuckerberg co-founded Facebook in 2004 and has since transformed it into Meta, a technology conglomerate focused on social media, artificial intelligence (AI), and immersive experiences. His vision for the “metaverse” — a persistent, shared virtual space — has driven Meta’s substantial investments in VR and AR, despite significant financial losses in Reality Labs, which have exceeded $60 billion since 2020.

Zuckerberg’s assertion about Meta’s VR products being superior and more affordable than Apple’s fits within his broader strategy to democratize access to emerging technologies. By prioritizing cost efficiency and user experience, Meta aims to overcome the entrenched ecosystems of Apple and Google, which dominate mobile platforms and often limit third-party innovation.

Market Context and Industry Implications

The VR and AR markets are poised for growth, with Meta holding a dominant share thanks to its Quest headsets and smart glasses. In 2024, Meta sold over 1 million Ray-Ban Meta AI glasses, with sales tripling year-over-year and monthly active users quadrupling. These devices integrate AI to provide personalized, voice-driven interactions, aligning with Zuckerberg’s vision of seamless, conversational computing.

Apple, meanwhile, has been developing its own mixed reality headset, which is expected to launch with a premium price tag. Meta’s pricing strategy — offering products at a fraction of the cost — positions it to capture a wider consumer base and accelerate adoption.

Zuckerberg’s emphasis on being “better and earlier” than competitors highlights the importance of innovation speed in this nascent industry. He acknowledges that Apple and Google have advantages due to their established ecosystems, but believes Meta’s aggressive investments and product roadmap can shift the balance.

Timeless Relevance

Zuckerberg’s commentary reflects enduring themes in technology competition: the battle for platform dominance, the role of pricing in adoption, and the strategic importance of early investment in emerging technologies. As VR and AR continue to evolve, Meta’s approach—combining affordability, AI integration, and hardware innovation—may influence how consumers and businesses engage with immersive computing for years to come.