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The Apple Vision Pro, priced at nearly 30,000 yuan, was officially launched, and China was the first batch of countries outside the United States to sell it

The Apple Vision Pro, priced at nearly 30,000 yuan, was officially launched, and China was the first batch of countries outside the United States to sell it

Tencent Technology

2024-06-28 10:09Official account of Tencent News Technology Channel

The full text is 2480 words, and it takes about 8 minutes to read

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01 The national version of Apple Vision Pro is officially on sale, with a starting price of up to 29999 yuan, although the price is high, it still attracts many users who make appointments for experience.

02At present, 47 Apple Stores in China provide reservation experience services, and more than 10 of them have completed the renovation of the internal environment, specifically planning the Vision Pro experience area.

03Apple CEO Tim Cook is full of confidence in the Chinese version of the Vision Pro and believes that it has great potential for development in the Chinese market.

04However, the high price makes it difficult for Vision Pro to become a popular consumer product, which restricts its market size.

05Apple is working on a budget version of the Vision Pro, which is expected to be launched in the market by the end of 2025 at the earliest.

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The Apple Vision Pro, priced at nearly 30,000 yuan, was officially launched, and China was the first batch of countries outside the United States to sell it

Tencent Technology Author Zhao Yang

Edited by Guo Xiaojing

On June 28, Beijing time, the Chinese version of the Apple Vision Pro, which had been warmed up for two weeks, was officially put on sale. Although the starting price of licensed goods is as high as 29,999 yuan, there is still no shortage of users who make an appointment to experience. As of press time, the Vision Pro experience reservations at the five Apple Stores in Beijing have been reserved until July 3. However, it should be noted that you need to make an appointment in advance to purchase the experience, and you cannot purchase directly on-site.

On the day of the sale, Apple has completed the renovation of this directly-operated store in Wangfujing, Beijing, on the day of the sale. We saw at the scene that the Apple store changed the previous Today at Apple area into the Vision Pro experience area, where there are six sets of circular sofas, which can provide six customers to experience.

It is reported that at present, 47 Apple Stores in China have provided appointment experience services, of which more than 10 Apple Stores have completed the transformation of the internal environment, and separately planned the experience area for Vision Pro to help users experience this new product in a more comfortable posture.

The Apple Vision Pro, priced at nearly 30,000 yuan, was officially launched, and China was the first batch of countries outside the United States to sell it

We also had a conversation with a user who came to participate in the Vision Pro pre-sales experience. The user said that he had already purchased three Vision Pros in the United States before, and today he bought the fourth. The reason why I chose the national version is mainly because I like more applications in China in the national version.

The Apple Vision Pro, priced at nearly 30,000 yuan, was officially launched, and China was the first batch of countries outside the United States to sell it

At the opening site, we also saw Du Haitao come to experience.

It's self-evident how much Apple attaches importance to the Vision Pro

The Apple Vision Pro, priced at nearly 30,000 yuan, was officially launched, and China was the first batch of countries outside the United States to sell it

With China as the first country to be sold outside of the United States, Apple is obviously full of expectations for the sales of the Vision Pro in China.

At the past WWDC24, Apple CEO Tim Cook admitted in an interview that "he is full of confidence in the national version of the Vision Pro".

In order for this product to be listed in Chinese mainland, Apple's largest single overseas market, Apple's layout has been launched since last year. After WWDC 2023, Apple announced developer labs in Cupertino, London, Munich, Shanghai, Singapore, and Tokyo to help developers test the apps they build, with dedicated Apple engineers to help them quickly build and test products on Vision Pro.

In November of the same year, Apple announced a developer event for Vision Pro in China. In March of this year, Apple announced the expansion of its laboratory in Shanghai and the establishment of a new applied research laboratory in Shenzhen to enhance testing and research capabilities for products such as the Vision Pro.

Cook mentioned in an interview that in the past year, the Apple development lab in Shanghai has hosted many developers, including Tencent Video and other Chinese apps that have adapted Vision Pro. It's clear that Apple is working hard to build China's homegrown Vision Pro software ecosystem.

The Apple Vision Pro, priced at nearly 30,000 yuan, was officially launched, and China was the first batch of countries outside the United States to sell it

The day before the sale, Apple launched a countdown page on its official website, which is a rare operation before the launch of the previous new product, and it also proves that Apple attaches great importance to the launch of the Vision Pro headset in China.

For this headset spatial computing device, which has been invested in research and development for seven years and is regarded by the outside world as Apple's next "iPhone", the Vision Pro sparked a new wave of attention to headset display products when it was released in June last year.

Especially on the day of the official launch in February this year, Apple CEO Tim Cook personally went to the Apple flagship store in Manhattan, New York, to build momentum for the official public sale of Vision Pro.

Even though the price tag was as high as $3,499, the Vision Pro sold 160,000 to 180,000 units in its first weekend. Although the market enthusiasm has weakened since then, Guo Mingchi of Tianfeng International Securities still gave a market expectation that the annual shipment of Vision Pro will reach 40~450,000 units. The upstream industry chain is also optimistic about Apple's future in the field of spatial computing equipment, and even some channel related people believe that the vision Pro has a huge imagination space in the future, and it is possible to ship tens of millions of units.

These positive numbers have paved the way for Apple to launch the Vision Pro in the Chinese market.

But there are still many problems that Apple needs to solve

But it's clear that Vision Pro's path to the Chinese market won't be easy.

Price has become one of the biggest reasons why Vision Pro has expanded its market size. Compared with the overseas version, which has been priced as high as 3,499 US dollars (about 25,000 yuan), the starting price of the Bank of China has reached 29,999 yuan, and the high price is destined to make the Vision Pro not a popular consumer product like the iPhone, which undoubtedly restricts its market size.

The ripple effect of this is that it is difficult for Apple to build an effective software ecosystem in a short period of time. As of June 28, when the Vision Pro was launched, there were more than 2,000 native applications adapted to Vision Pro, and large Internet companies in China, including Tencent Video, Migu, JD.com, Taobao and other large Internet companies, have also made targeted application adaptations.

However, this number is far from the 1.5 million iPadOS apps that are compatible with Vision Pro, and it is clear that Vision Pro still has a long way to go.

When it went public in the U.S. in February this year, Apple announced that it would partner with major U.S. streaming service providers, including Prime Video, Paramount+, Disney+, Discovery+, Max, Crunchyroll, etc., to offer more than 150 3D movies, including "Dune", "Spider-Man: Into the Spider-Verse" and "The Super Mario Bros. Movie", among others.

For the Chinese market, it is difficult for the paid subscription streaming ecosystem to become the mainstream choice of local users, so how Apple can find a new breakthrough in the Chinese market will also become a problem that the American tech giant and Chinese developers need to solve together.

Before the release of the Vision Pro, Apple confirmed that the US version of the Vision Pro enjoys the same warranty policy in China, which means that the US version will be at a significant price disadvantage under the premise that there is no difference between the software and the hardware itself.

After the U.S. version of the warranty policy was clarified, the unofficial channel of Vision Pro's overseas purchasing ushered in a wave of long-lost price increases, and the current 256GB original version, from the previous price of about 21,000, has risen to about 23,000. But even so, it still has a price advantage of about 6,000 yuan over Bank of China.

"The Vision Pro Gen 1 is not a product for ordinary consumers, it is more of a consumer group of digital enthusiasts, bloggers and developers." Song Wei (pseudonym), who runs an electronics store in Beijing, told Tencent Technology that "a lot of demand has been absorbed when the U.S. version goes on sale this year, and the price of the U.S. version will be cheaper than that of licensed goods, and even after it is launched in China, the U.S. version may continue to squeeze the sales of licensed goods."

Previously, Donghai Securities also released a research report saying that the high pricing of Vision Pro is destined to be its first batch of users will mainly be enthusiasts and developers, rather than the general public. The purpose is to anchor the MR software and hardware standards through the first MR product, attract developers in the Apple ecosystem to join and cultivate the visionOS software ecosystem.

At present, the high price of the Vision Pro may be difficult for Apple to translate into a considerable revenue driver, but the primary market believes that the release of the Vision Pro in more markets around the world is expected to help the global XR market resume growth in 2024.

The good news is that there have been reports that Apple is working on a budget version of the Vision Pro, which is expected to hit the market by the end of 2025 at the earliest. Unlike the high-end version of the Vision Pro, the low-cost headset does not have a separate computing unit and needs to be connected to an iPhone or Mac computer to run, reducing the overall hardware cost.

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  • The Apple Vision Pro, priced at nearly 30,000 yuan, was officially launched, and China was the first batch of countries outside the United States to sell it
  • The Apple Vision Pro, priced at nearly 30,000 yuan, was officially launched, and China was the first batch of countries outside the United States to sell it
  • The Apple Vision Pro, priced at nearly 30,000 yuan, was officially launched, and China was the first batch of countries outside the United States to sell it
  • The Apple Vision Pro, priced at nearly 30,000 yuan, was officially launched, and China was the first batch of countries outside the United States to sell it
  • The Apple Vision Pro, priced at nearly 30,000 yuan, was officially launched, and China was the first batch of countries outside the United States to sell it
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