Apple has been doing some soul-searching around its next big product

• Apple is focused on finding the next big thing in the tech industry.
• Wearable tech seems to be a large part of its plans.

Apple is still figuring out its road map to launching another life-changing device.

When the Vision Pro headset launched in February, the $3,500 price tag and lack of a really great app gave mainstream consumers pause. Since then, Apple has been considering ways to push the headset product line forward and attract new customers, Bloomberg reported on Sunday.

Those efforts reportedly include a cheaper, lighter headset and augmented-reality glasses.

But changing the landscape of the tech industry can't happen overnight, and Apple has been known to take its time developing products. It finally announced the highly anticipated Apple Intelligence feature at the Worldwide Developers Conference in June — weeks after competitors hosted splashy artificial-intelligence demonstrations and years after ChatGPT took the world by storm.

The seemingly lackluster response to the expensive Vision Pro launch has led execs working on the product to do a bit of soul-searching about the way forward for the headset, Bloomberg said. They want to make Vision Pro a more mainstream product, with options at higher and lower prices.

But making a cheaper product is trickier. Bloomberg said Apple has spent years working on a headset that would cost $1,500 to $2,000, which could be released by the end of 2025.

That headset might be missing features like EyeSight — the slightly creepy virtual pair of eyes on the lens — and it may need to be connected to a Mac or iPhone to work.

Also in the works is a second-generation Vision Pro that could be faster, lighter, and more comfortable than its predecessor, but it won't arrive until the end of 2026 at the earliest, Bloomberg said.

Apple is also said to be trying to develop augmented-reality glasses. Though smart glasses have been slow to catch on with buyers, tech companies haven't abandoned their efforts — like, for example, Meta's Ray-Ban product. Apple has proved successful with wearable devices like the Apple Watch, but it's too soon to know much about its AR glasses, other than they might launch in 2027.

Meanwhile, Apple is ditching other projects it was once excited about. The company killed its self-driving-car plans in February and recently got rid of Apple Pay Later, a service that was supposed to rival businesses like Affirm and Klarna.

It remains to be seen whether Apple's redo of its plans for Vision Pro technology will be what it needs to revolutionize the market, like it did with the iPhone, or whether it will just have to come up with something else to get future consumers excited.