Apple releases high-end head-mounted display product Apple Vision Pro: cost exposed, price sparks heated discussion

According to news on June 6, Apple announced at the just-concluded WWDC In addition to the latest software system updates released at the 2023 Developers Conference, a series of highly anticipated hardware products were also launched, including a new 15-inch MacBook Air, a new Mac Pro and the much-anticipated Apple Vision Pro headset.

According to the editor’s understanding, among the hotly searched topics on Weibo about Apple’s press conference, Apple’s first head-mounted display product attracted the most attention. Among them, a topic about "Is the $3,499 Apple headset worth buying?" even ranked ninth on the hot search list. This shows that people are surprised by the high price of this product. So Apple's Apple Is the Vision Pro’s pricing reasonable or a bit too high? A detailed list of the cost of Apple’s headset circulated online shows that its total cost is US$1,509, or approximately RMB 10,738.5.

According to this cost breakdown, Apple Vision Pro's hardware consists of 10 parts: computing and storage, display, optics, interactive sensors, structural parts, connectors, battery, acoustics, packaging accessories and ODE/OEM. Among them, the display part is the most expensive component, accounting for half of the cost of the headset. The display consists of one outer screen and two inner screens, and the total cost is $730. Among them, the outer screen uses a special-shaped flexible screen AMOLED from LG, with a unit price of US$30; while the inner screen is from Sony, a 1.3-inch silicon-based OLED, with a unit price of US$350.

The second most expensive part is compute and storage, with a total cost of $250. The headset uses Apple's own chip M2 series as the main processor, with a unit price of $120, and the co-processor is Apple's own visual image processing dedicated chip, with a unit price of $60. Other components including ROM, RAM, etc. also account for part of the cost.

The interactive sensor is another expensive part of the headset, costing up to $121, which includes multiple sensors such as 6DOF tracking components, cameras, eye tracking, and facial tracking , torso tracking, hand tracking, TOF, IMU and vibration motor.

In general, the cost of Apple’s head-mounted display product Apple Vision Pro is consistent with its selling price and is also in line with Apple’s consistent pricing strategy. Although the price of US$3,499 surprised many netizens, considering the cost structure and Apple's unique software ecosystem, such pricing is reasonable. Apple has always taken the high-end route, and the sales of the "cheap version" iPhone it launched before were not satisfactory. Although the current price of $3,499 is not affordable to everyone, as the industry develops and supply chain costs decrease, Apple may launch products more suitable for consumers.

Apple Vision The high cost of the Pro headset puts it outside the price range of general VR products compared to its competitors in the market. As an industry leader, Apple leads market trends in almost every generation of its products and creates new segments and product markets. Apple released this time Vision Pro may push the virtual reality industry to usher in a golden period of rapid development. Although the virtual reality industry has been around for some time, Apple has always been unique in terms of market leadership and consumer appeal.

In any case, for consumers, even if they are willing to buy this product, the price of $3,499 is beyond the spending power of most people. I believe that as the industry improves and supply chain costs decrease, Apple will launch more products suitable for consumers. What do you think about Apple What do you think about the pricing strategy of Vision Pro costing US$1,509 and selling for US$3,499? Please leave a message below to discuss.

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