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Mark Zuckerberg, chief executive officer of Meta Platforms Inc., during the Acquired LIVE event at the Chase Center in San Francisco, California, US, on Tuesday, Sept. 10, 2024. 

David Paul Morris | Bloomberg | Getty Images

Meta announced the Quest 3S, the latest virtual reality headset to come out of the company’s Reality Labs division and a cheaper offering than its predecessor.

The device will go on sale on Oct. 15 and will retail starting at $299, down from the $499 starting price for 2023’s Quest 3. The device can be used to watch movies, as well as run VR fitness apps and gaming, Meta said Wednesday at its Connect event at its headquarters in Menlo Park, California. The company positioned the headset as a multitasking computer, putting it in competition with Apple’s $3,499 Vision Pro headset that launched in February.

Meta’s previous Quest devices are the bestselling VR headsets, with millions shipped thanks to heavy marketing and a lower price than many competitors, but those efforts have yet to spark a cultural phenomenon or a mainstream software ecosystem around VR. Including its acquisition of Oculus in 2014, Meta has poured more than $65 billion in expenses into its hardware efforts.

“I’ve been waiting for this one for a long time,” Zuckerberg said.

Meta CEO Mark Zuckerberg has defended the company’s spending as a strategic initiative to prevent Apple from controlling future hardware platforms.

Although there was hope among VR developers that Apple’s entry into the market would spur a wave of new apps and users, Apple hasn’t revealed sales for its headset and reports say that sales have been in small volumes, under 1 million units, partially due to its high price.

What it does

A Meta representative said the “S” stands for “start” — as in getting started with VR.

Many of the new Meta features that the company discussed on Tuesday for its $299 Quest 3S have counterparts on Apple’s Vision Pro, including a mode that allows for the device to be used on an airplane and another that simulates a large movie theater inside the headset.

Meta highlighted improved “passthrough,” the term used to described when a VR headset uses cameras and sensors on the outside of the device to display live real-time video inside the headset. That function is intended to make users feel like they are looking through a display and allows them to interact with the real world while keeping the headset on. For the Quest 3S, Meta added a dedicated button to turn on passthrough.

The company has emphasized the ability of the Quest 3S to multitask and run apps, positioning it as a computing device, instead of a game console.

“All the things you can do with a general purpose computer, Quest is the full package,” Zuckerberg said.

In demos provided Tuesday, Meta showcased the device running as many as four apps at one time on floating screens inside the headset, including a YouTube video, a browser, Amazon Music and Meta’s app store. Meta says the headset can handle six windows. But the demo experience was not smooth. The Amazon Music app crashed, window controls would disappear and Meta’s controllers would fall asleep after a few minutes if the user wasn’t pressing buttons.

Besides the Quest 3S, Meta also announced a price cut for last’s year Quest 3, bringing the price of the 512GB version down from $650 to $500. The Quest 3 has more advanced lenses and a superior screen with a higher resolution than the Quest 3S.

Additionally, Meta said it will discontinue the Quest Pro, its $999 headset launched in 2022 that never gained much momentum.

Eventually, glasses

Meta Orion AR glasses prototype

Meta

Zuckerberg’s justification for spending so much on VR and augmented reality is his belief that the technology will eventually end up in lightweight, transparent glasses that overlay computer graphics and information onto the real world.

Investing in VR software and hardware are early steps toward those glasses, which could take as much as a decade to develop, Zuckerberg has previously said.

Zuckerberg showed off an early concept of what those glasses could look like on Wednesday. The thick, black-framed prototype, called Orion, won’t be sold to consumers, but Meta says they will be used internally as the company continues working toward the consumer glasses it hopes to one day sell.

“This is where we are going,” Zuckerberg said.

Zuckerberg said they were Meta’s first “fully-functioning” prototype of the glasses, and would be physically tethered to a small “puck.” Zuckerberg also said that it would take advantage of a wrist-based interface, which came out of stems from the company’s 2019 acquisition of CTRL-Labs.

Meta’s Orion prototype comes a week after Snap announced its fifth-generation Spectacles AR glasses. Those thick-framed glasses will only be made available to developers, who must commit to paying $99 a month for one full year if they want to build AR apps for the device.

This isn’t the first time Meta publicly revealed a prototype of a future devices or research projects to signal to investors and employees where VR and AR technology is headed. The Orion glasses are an improvement on Project Nazare, prototype smart glasses that Zuckerberg announced in 2021, when the company changed its name from Facebook.

Ray-Ban Meta smart glasses are powered by a Qualcomm chip. Qualcomm, Samsung and Google are working on smart glasses, according to Qualcomm CEO Cristiano Amon.

Nurphoto | Nurphoto | Getty Images

Meta does sell a pair of glasses with a built-in camera in partnership with EssilorLuxottica called Ray-Ban Meta, which start at $299. While these glasses don’t have any displays, they do have tiny speakers that allow the device to play music or interact with Meta AI, the company’s voice assistant.

For example, the Ray-Ban Meta glasses can now detect when a user is looking at a sign in Spanish and, if asked, can translate in the user’s ear, a new improvement, Meta said. The camera can scan QR codes, and it can also extract information like book titles out of photos it takes. Plus, they’re stylish and look like a pair of typical sunglasses.

“One of the most important things about this is they’re just good-looking glasses,” Zuckerberg said. 

Another new capability for the glasses is the ability to remember facts like where the user parked. 

Li-Chen Miller, the vice president of product in charge of Ray-Ban Meta glasses, told CNBC that when she travels, she uses the glasses to take photos of her hotel room door, and later, she asks Meta AI to recall the number. 

Zuckerberg is excited about the Ray-Ban Meta smart glasses, which have sold more than 730,000 units in their first three quarters, according to market researcher IDC. In July, he told investors that they were “a bigger hit sooner than expected.”

Last week, EssilorLuxottica and Meta announced that they had extended their partnership to develop more smart glasses.

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Apple’s 3-day loss in market cap swells to almost $640 billion

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Apple's 3-day loss in market cap swells to almost 0 billion

(L-R) Apple CEO Tim Cook, Vivek Ramaswamy and Secretary of Homeland Security Kristi Noem attend the inauguration ceremony before Donald Trump is sworn in as the 47th U.S. President in the U.S. Capitol Rotunda in Washington, D.C., on Jan. 20, 2025.

Saul Loeb | Afp | Getty Images

While the stock market broadly fared better on Monday than in the prior two trading days, Apple got hammered once again, losing 3.7%, as concerns mounted that the company will take a major hit from President Donald Trump’s tariffs.

The sell-off brings Apple’s three-day rout to 19%, a downdraft that has wiped out $638 billion in market cap.

Apple is one of the most exposed companies to a trade war, analyst say, due largely to its reliance on China, which is facing 54% tariffs. Although Apple has production in India, Vietnam and Thailand, those countries also face increased tariffs as part of Trump’s sweeping plan.

Among tech’s megacap companies, Apple is having the roughest stretch. On Monday, the only stocks to drop in that group of seven were Apple, Microsoft and Tesla.

The Nasdaq finished almost barely up on Monday after plummeting 10% last week, its worst performance in more than five years.

Analysts say Apple will likely either need to raise prices or eat additional tariff costs when the new duties come into effect. UBS analysts estimated on Monday that Apple’s highest-end iPhone could rise in price by about $350, or around 30%, from its current price of $1,199.

Barclays analyst Tim Long wrote that he expects Apple to raise prices, or the company could suffer as much as a 15% cut to earnings per share. Apple may also be able to rearrange its supply chain so that imports to the U.S. come from other countries with lower tariffs.

Apple declined to comment on the tariffs.

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Apple’s highest-end iPhone could see $350 price hike in U.S. on Trump tariffs, analyst predicts

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Apple's highest-end iPhone could see 0 price hike in U.S. on Trump tariffs, analyst predicts

A customer checks Apple’s latest iPhone 16 Plus (right) and Apple’s latest iPhone 16 Pro Max (left) series displayed for sale at Master Arts Shop in Srinagar, Jammu and Kashmir, on Sept. 26, 2024.

Firdous Nazir | Nurphoto | Getty Images

President Donald Trump’s reciprocal tariffs could lead Apple to raise the price of the iPhone 16 Pro Max by as much as $350 in the U.S., UBS analysts estimated Monday.

The iPhone 16 Pro Max is Apple’s highest-end iPhone on the market, and currently retails for $1,199. UBS is predicting a nearly 30% increase in retail price for units that were manufactured in China.

Apple’s $999 phone, the iPhone 16 Pro, could see a smaller $120 price increase, if the company has it manufactured in India, the UBS analysts wrote.

Shares of Apple have plummeted 20% over the past three trading days, wiping out nearly $640 billion in market cap, on concern that Trump’s tariffs will force the company to raise prices just as consumers are losing buying power.

“Based on the checks we have done at a company level, there is a lot of uncertainty about how the increased cost sharing will be done with suppliers, the extent to which costs can be passed on to end-customers, and the duration of tariffs,” UBS analyst Sundeep Gantori wrote in the note.

Apple, which does the majority of its manufacturing in China, is one of the most exposed companies to a trade war. China has a potential incoming 54% tariff rate — before new increases were proposed Monday. Smaller tariffs were also placed on secondary production locations, such as India, Vietnam and Thailand.

JPMorgan Chase analysts predicted last week that Apple could raise its prices 6% across the world to offset the U.S. tariffs. Barclays analyst Tim Long wrote that he expects Apple to raise prices, or it could suffer as much as a 15% cut to earnings per share.

If Apple were to relocate iPhone production to the U.S. — a move that most supply chain experts say is impossible — Wedbush’s Dan Ives predicts an iPhone could cost $3,500.

Morgan Stanley analysts on Friday said Apple could absorb additional tariff costs of about $34 billion annually. They wrote that although Apple has diversified its production in recent years to additional countries — so-called friendshoring — those countries could also end up with tariffs, reducing Apple’s flexibility.

After last week’s “reciprocal tariff announcement, there becomes very little differentiation in friend shoring vs. manufacturing in China — if the product is not made in the US, it will be subject to a hefty import tariff,” Morgan Stanley wrote.

Last week, the firm estimated that Apple may raise its prices across its product lines in the U.S. by 17% to 18%. Apple could also get exemptions from the U.S. government for its products.

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Elon Musk’s brother slams Trump tariffs, calls them ‘permanent tax on the American consumer’

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Elon Musk's brother slams Trump tariffs, calls them 'permanent tax on the American consumer'

Kimbal Musk, co-founder of The Kitchen Community, speaks during the annual Milken Institute Global Conference in Beverly Hills, California, May 3, 2016.

Patrick T. Fallon  | Bloomberg | Getty Images

Elon Musk’s younger brother, Kimbal, took to the social network X on Monday to lambaste President Donald Trump’s tariffs, calling them a “structural, permanent tax on the American consumer.” He also said Trump appears to be the “most high tax American President in generations.”

“Even if he is successful in bringing jobs on shore through the tariff tax, prices will remain high and the tax on consumption will remain the form of higher prices because we are simply not as good at making things,” Kimbal Musk wrote on X, one of the companies in his brother’s extensive portfolio.

The younger Musk owns a restaurant chain called The Kitchen, is a board member at Tesla and a former director at SpaceX and Chipotle. He has also co-founded and invested in other food and tech startups, including Square Roots, an indoor farming company, and Nova Sky Stories, a creator of drone light shows that he bought from Intel.

Elon Musk is a top advisor to Trump, overseeing the so-called Department of Government Efficiency, or DOGE, an effort to drastically cut federal spending, largely through layoffs, and consolidate or eliminate agencies and regulations. However, his relationship with some key figures in the Trump administration has been showing signs of strain in recent days as the president’s sweeping tariffs have led to a dramatic selloff in stocks, including for Tesla, which is down 42% this year and just wrapped up its worst quarter since 2022.

Over the weekend, Elon Musk took aim at Trump trade advisor Peter Navarro, disparaging his qualifications in a post on X.

“A PhD in Econ from Harvard is a bad thing, not a good thing,” Musk wrote, after Navarro told CNN on Saturday that “The market will find a bottom” and that the Dow will “hit 50,000 during Trump’s term.” It’s currently at about 38,200.

Musk also said that Navarro hasn’t built “sh—.” Navarro told CNBC on Monday that Musk is “not a car manufacturer” but rather a “car assembler,” dependent on parts from Japan, China and Taiwan.

Tesla was seeking a more moderate approach to trade and tariffs in a recent letter to the U.S. Trade Representative.

According to Federal Election Commission filings, Kimbal Musk this year has contributed funds to the Libertarian National Committee and Libertarian Party of Connecticut. In 2024, while his brother became the biggest financial backer and promoter of Trump, Kimbal donated to Unite America PAC, a group that markets itself as a “philanthropic venture fund that invests in nonpartisan election reform to foster a more representative and functional government.”

A representative for Kimbal Musk didn’t immediately respond to a request for comment.

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