Apple's MR headset Apple Vision Pro faces price and functionality challenges

News on June 8, Apple recently released its first mixed reality (MR) headset Apple Vision Pro. However, taking into account factors such as the price and the lack of some basic functions, market research firm TrendForce predicts that by 2024, Apple Vision Pro shipments are only about 200,000 units.

TrendForce previously stated in late May that Apple’s first MR headset is mainly aimed at developers, and shipments this year may not exceed 100,000 units. However, with the release of its latest predictions, the company is confident that Apple Vision Pro's sales outlook remains cautious.

Apple Vision The Pro uses a micro-OLED screen with a total resolution of up to 8K, and is equipped with the visionOS system and two chips (the standard M2 chip and the R1 processor to eliminate latency). However, this headset only relies on voice, vision and gestures to operate, and does not provide hardware control functions. Additionally, it requires external battery power and has a battery life of just two hours.

According to the editor’s understanding, compared with competitors, Apple Vision Pro is priced at US$3,499 (approximately RMB 25,000). In contrast, the VR headset Quest launched by meta The Pro is priced at $999.99, while the newly released virtual reality (VR) headset, the Quest 3, is priced at $500.

Some foreign media have reported that Apple’s MR headset will be the company’s most complex hardware product ever, and its unique curved design brings unprecedented challenges to production. Apple ran into difficulties while building its prototype headset. In the early stages of development, only 20 headsets met the company's standards, and daily production could only reach 100 units.

Due to the complexity of production and limited capacity, TrendForce said that Apple chose to The initial sales of the Pro headset will focus on the US market, and sales in other regions will not be considered until the first half of 2024.

Although Apple Vision The Pro has cutting-edge hardware specifications and innovative design, but its high price of $3,499 and the limitations of requiring an external power source and providing only a short battery life pose a challenge to consumer acceptance. In such a market environment, Apple needs to work hard to find solutions to improve the competitiveness and appeal of the headset.

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