I feel like this is a bit off. There have been things like Porsche phones, but those are so niche that I don't think they're really worth considering. They happened, but they haven't been a long-standing product. They were a cash grab where they licensed a brand.
Now, Hondas and Acuras are different products. You can say "oh, they're essentially the same" and if you truly believe that, I'll sell you a Core i3 processor for the price of a Core i7. Yea, they're essentially the same, but it's the differences that make one better than the other. The point is that the high end isn't about branding. The high end is about capability. Apple has shown that their iPhone will outsell any luxury-branded Android phone to rich people because some things are about capability, not a logo. Samsung's flagships will way outsell some luxury logo smartphone too. The high end here is really about devices with better capabilities and it allows companies with good hardware businesses (like ASUS and Lenovo) to build something in the Meta VR ecosystem.
It's also possibly a way for Meta to stop dumping Quest devices. They'd rather just own the ecosystem rather than doing the hardware. If they can get ASUS, Lenovo, and others to do the low-margin hardware work and pick up the tab for a lot of the marketing, that's a win for Meta. Maybe Meta simply backs out of hardware over the next 5 years if a nice third party hardware ecosystem arises.
But I think this is going to be tough with VR. When you're trying to make an immersive experience, you need a baseline of hardware. It's also easier when you know the hardware you're trying to target. Android development can be frustrating because there's so much variance in speed and capabilities. One of the reason gaming consoles exist is that targeting a small set of hardware/capabilities makes things easier. That's not to say that PC gaming doesn't exist, but it can be hard because gamers need to spend a lot of money on hardware and there's a variance in capabilities that you need to account for - and who you might simply exclude. With a phone, it's less of an immersive experience for most apps which are just displaying something. They might display it slower, the UX might be laggier, etc. but it works. VR can't be laggy.
In some ways, it feels like Meta is trying to become a game console company without having to subsidize the console. That would be big if they can pull it off. I guess in many ways this is what Steam pulled off on the PC - taking a 30% cut without having to subsidize any hardware. We'll see if Meta can do the same for VR.
I don’t disagree with your core point, but branding is about a lot more than a logo. I think iPhones do sell to rich people because of branding, because iPhone’s brand basically is “the best possible phone you can get, plus it integrates seamlessly with your other Apple devices”. And Samsung flagships’ brand is “the best Android phone”.
Porsche, or whatever, have a great and meaningful brand when it comes to cars, but that doesn’t translate to smartphones. So when you see a phone with the Porsche logo the brand isn’t really gonna do much for you.
Now, Hondas and Acuras are different products. You can say "oh, they're essentially the same" and if you truly believe that, I'll sell you a Core i3 processor for the price of a Core i7. Yea, they're essentially the same, but it's the differences that make one better than the other. The point is that the high end isn't about branding. The high end is about capability. Apple has shown that their iPhone will outsell any luxury-branded Android phone to rich people because some things are about capability, not a logo. Samsung's flagships will way outsell some luxury logo smartphone too. The high end here is really about devices with better capabilities and it allows companies with good hardware businesses (like ASUS and Lenovo) to build something in the Meta VR ecosystem.
It's also possibly a way for Meta to stop dumping Quest devices. They'd rather just own the ecosystem rather than doing the hardware. If they can get ASUS, Lenovo, and others to do the low-margin hardware work and pick up the tab for a lot of the marketing, that's a win for Meta. Maybe Meta simply backs out of hardware over the next 5 years if a nice third party hardware ecosystem arises.
But I think this is going to be tough with VR. When you're trying to make an immersive experience, you need a baseline of hardware. It's also easier when you know the hardware you're trying to target. Android development can be frustrating because there's so much variance in speed and capabilities. One of the reason gaming consoles exist is that targeting a small set of hardware/capabilities makes things easier. That's not to say that PC gaming doesn't exist, but it can be hard because gamers need to spend a lot of money on hardware and there's a variance in capabilities that you need to account for - and who you might simply exclude. With a phone, it's less of an immersive experience for most apps which are just displaying something. They might display it slower, the UX might be laggier, etc. but it works. VR can't be laggy.
In some ways, it feels like Meta is trying to become a game console company without having to subsidize the console. That would be big if they can pull it off. I guess in many ways this is what Steam pulled off on the PC - taking a 30% cut without having to subsidize any hardware. We'll see if Meta can do the same for VR.