Per editor: Du Yu
Apple's Vision Pro, which brushed the global technology circle, suddenly had major negative news.
On June 8, according to South Korean media Pulse News, Apple has lowered its sales target for the first year of sales of its MR headset Vision Pro to 150,000 units.
Due to high selling prices and capacity constraints, Apple's Vision Pro sales target fell by more than 95% compared with the initial
Bloomberg reported that Apple targeted 3 million units for the Vision Pro in its first year, but later dropped that number to 1 million units and then to 900,000 units; At the time of launch, Apple's sales target had dropped to 300,000 units, and now it has been cut in half to 150,000 units. Compared with the original sales target, it is down more than 95%.
According to media analysis, the high price and capacity restrictions of Vision Pro may be the main reason for Apple's sharp reduction in sales targets.
Although this heavyweight product has won praise from many technology bloggers for its excellent product strength at the WWDC conference. However, the price of up to 3,499 US dollars (about 25,000 yuan) far exceeded expectations, making it difficult for Vision Pro to enter the mass consumer market.
Image source: Apple official press conference video screenshot
According to brokerage China, the lack of production capacity has also limited the sales of Vision Pro. According to reports, Vision Pro is equipped with two 1.4-inch Micro-OLED screens, and supply chain personnel expect that due to the special size of the display module, the annual production capacity of the supplier Sony may be less than 500,000 pieces, and only 250,000 Vision Pro can be supplied.
At 1 p.m. ET on Monday, June 5, Apple held the 2023 Worldwide Developers Conference (WWDC), commonly known as the "Apple Spring Festival Gala".
Since the release of Vision Pro, Apple's stock price has fallen continuously, once recording three consecutive negatives, with a cumulative decline of 3.8%, and the total market value has evaporated by more than 112.1 billion US dollars (about 800 billion yuan).
At the close of trading on June 8, local time, Apple followed the U.S. stock market rebound, reversed its decline, and closed up 1.55% at $180.57, with a market value of $2.8 trillion.
The sales target of the new MR headset was lowered, causing concerns in the supply chain and industry chain
According to positive news, Apple's sales forecast has been lowered, which has triggered concerns in the supply chain and industrial chain. Because suppliers typically make production plans and purchasing decisions based on customer order volumes and sales expectations, Apple's downward revision of expectations could expose suppliers to the risk of overcapacity and inventory overstock, while also potentially reducing suppliers' profit expectations. This is a huge challenge for both partners and suppliers in the supply chain, requiring them to adapt production plans and inventory management in a timely manner to respond to changes in the market.
In addition, the reduction in Apple's new MR headset sales expectations will also affect other links in the industrial chain, such as parts suppliers, manufacturers, logistics companies, etc., parts suppliers may face the risk of order reduction and sales decline, manufacturers' capacity utilization may decline, logistics companies' distribution volume may decrease, and the coordinated operation of the entire industry chain will face the challenge of adjustment and adaptation.
For investors and industry insiders, the sharp reduction in sales expectations for Apple's new MR headset has triggered a reflection and assessment of the entire industry. They will reassess market demand, the competitive landscape, and the resilience and adaptability of supply chains. This also reminds people that while paying attention to technological innovation and market prospects, we must also recognize the existence of market changes and risks, and maintain sensitivity to market changes and risks to better grasp business opportunities and respond to challenges.
Mark Gurman criticized Apple's Vision Pro headset pricing marketing as unreasonable
According to interface news, on June 7, local time, Bloomberg Technology reporter and well-known Apple whistleblower Mark Gurman (Mark Gurman) said on Twitter that he believes Apple has done a "perfect" marketing for its first MR headset Vision Pro, from the perspective of the future of computers, rather than positioning it as a complementary media and productivity device. But Gurman believes that Apple's continued practice of justifying prices by comparing unrelated products is "completely infuriating."
He pointed out that Apple's keynote tried to justify its headset's $3,500 pricing with a huge 4K TV and a higher-end sound system, Apple also compared the $6,000 price of its Pro XDR display to a $25,000 TV studio display, and tried to prove that the HomePod's $350 price is cheaper than Amazon's Echo and Sonos combined.
In addition, Gurman revealed earlier that he guessed that the Vision Pro's Zeiss glasses clips cost at least $300-600 a pair, unless Apple bears part of the cost considering the already high price of the headset itself. Apple previously said at the press conference that users who wear glasses need to buy additional clips if they buy a Vision Pro headset.
Image source: Apple official press conference video screenshot
Zuckerberg slammed Apple's Vision Pro: No major breakthrough
Beijing time on June 9, Facebook parent company Meta founder Mark Zuckerberg (Mark Zuckerberg) held a meeting of all employees on Thursday, clarifying the company's development strategy of focusing on artificial intelligence (AI), and at the same time attacked Apple's just-released headset Vision Pro, believing that it has no major breakthroughs in the field of technology that Meta has not yet explored.
Zuckerberg told employees that Apple's device doesn't have any major breakthroughs in Meta's "unexplored" technology and that its vision of how people use the device is "not what I want." He also noted that Meta's upcoming Quest 3 headset is much cheaper, selling for just $499, while the Vision Pro costs a whopping $3499, giving Meta the opportunity to reach a wider user base.
"In contrast, every presentation they had at WWDC was a person sitting alone on the couch," he said, "I mean, this could be a vision of the future of computing, but it's not what I want." ”
CNN: It's cool, but after wearing it for a long time, I feel a little sick to my stomach
According to Zhejiang Daily Yinpersim Finance, after the Apple conference, many American technology journalists also experienced the sense of digital and reality mixed space brought by Apple Vision Pro.
CNN reporter Samantha Murphy Kelly said that after putting on the device, I saw an interface similar to iOS. All I need is eye movements, plus the touch of my thumb and forefinger, to "select" and open and try apps like text messaging, FaceTime, Safari, and photos. This is more intuitive than expected and works even when my hands are on my legs.
There are some apps that are really great experiences. However, the journalist said that during the 30-minute demonstration, Apple's headlighter pressed against my nose and made me a little sick.
This Vision Pro is unlike any headset I've tried because it makes it easy to switch between the real and digital worlds. This "digital crown" controls the depth of your immersion: when you want to see a more virtual picture, you can rotate in one direction, and if you want to see a more realistic picture, you can rotate in the other direction.
This means that when I look down, I can see my hands clearly, and I can look at the notebook on my desk. But if I don't want to see them, I can get rid of them very quickly. It's cool, but after wearing it for a long time, I feel a little sick to my stomach.
But amid the heated discussion, some people also ridiculed:
In the 90s, everyone said that it was not good to be too close to the TV, but in 2023, Apple directly put the TV in the face.
Daily economic news comprehensive brokerage China, interface news, Zhejiang Daily silver persimmon finance, zhengguan news, Sina Weibo, Apple official website
Cover image source: Apple official conference video screenshot
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