Edited by: Du Yu
According to the Securities Times on January 20, Apple's Vision Pro opened for pre-order on Friday (January 19) local time, and within 5 minutes of the scheduled sale, the reservation server of Vision Pro was crowded, and many people's orders could not be processed. Due to insufficient initial stocking, the stock was sold out within 18 minutes of ordering. Two hours after the order was opened, the shipping date was already scheduled for March, and some were even scheduled for April.
Unsurprisingly, those who managed to grab an early shipping date device have already listed their devices on eBay, allowing those who don't want to wait to get their hands on the Vision Pro headset in advance.
According to Apple's official website, the 256 GB version is priced at US$3,499 (about 25,000 yuan), the 512GB version is priced at US$3,699 (about 26,700 yuan), and the 1TB version is priced at US$3,899 (about 28,000 yuan). On the eBay platform, there have been high-priced transfers. Taking the 512GB version as an example, there are users on the eBay platform who resell it for as much as $6,000 (currently about 43,260 yuan), a 62% premium over the official original price of $3,699.
Image source: Apple's official website
According to the Securities Times, the purchasing price of a domestic e-commerce platform is basically 35,000 yuan to 70,000 yuan, and it is impossible to guarantee that the first batch of goods + will be brought back as soon as possible. Some netizens said that before the Vision Pro was released, the circle of friends speculated an incredible 100,000 yuan.
According to Apple's official introduction, Vision Pro is a revolutionary spatial computing device that has changed the way people work, collaborate, connect, recall, and entertain. Vision Pro seamlessly blends digital content with the physical world, providing the most natural and intuitive input through the user's eyes, hands, and voice, unlocking a powerful spatial experience. The new app store provides users with more than 1 million iOS and iPadOS-compatible apps, as well as new experiences that take advantage of the Vision Pro's unique features.
In June 2023, Apple released its first mixed reality MR device, Vision Pro, which stands for Mixed Reality (Mixed Reality) and is an integral part of XR terminals. Compared with VR virtual reality, MR takes a step forward in the integration of virtual environment and real environment, and adds the integration of various virtual objects and images based on the background of the real environment.
Image source: Apple's official website
According to Apple, this MR is Apple's first spatial computing device. At the time, Apple CEO Tim Cook said: "Just as the Mac brought us into the era of personal computing, the iPhone brought us into the era of mobile computing, and the Apple Vision Pro will take us into the era of spatial computing." ”
According to the China Securities Journal, Huatai Securities Research Report said that the biggest attraction of the Vision Pro launch is its original new generation of human-computer interaction based on eye gaze and finger movement, as well as an immersive interactive experience. Apple has been carefully building the Vision Pro ecosystem, and recently launched the Vision Pro App Store, which will contain more than 1 million apps.
According to market research firm Counterpoint, the $3,499 pricing shows that Vision Pro is not aimed at the average consumer, but is aimed at professional users and content developers. While the Vision Pro is unlikely to have a disruptive impact on the consumer market in terms of sales in the short term, it sets a new industry benchmark and injects strong impetus into the development of the XR industry, which may guide the future direction of the XR industry.
TrendForce believes that Vision Pro is an important part of Apple's expansion of the headset market, and it is also an important part of Apple's expansion into the VR/AR market. If the first purchase is enthusiastic, Vision Pro shipments are expected to reach 500,000 to 600,000 units in 2024.
Image source: Apple's official website
According to the research report of Guotai Junan Securities, according to the feedback of the supply chain, the current annual production capacity of the supply chain is at the level of 1 million units, and the supply chain capacity is limited.
Huatai Securities believes that if it is assumed that the shipment of the Vision Pro generation of products corresponds to the order of 500,000 units to 1 million units, the optimistic calculation of the first generation of products on the supply chain will be about 3 billion US dollars a year, and the pull of Apple's mobile phone on the supply chain is about 60 billion US dollars, a significant difference of an order of magnitude, so this year's generation of products on the overall performance of the supply chain company is limited. However, with the cost reduction of the second-generation Vision Pro products, as well as the follow-up of competitors and the establishment of the overall software application ecosystem, the industry and applications are expected to open up long-term growth space.
Ping An Securities said that Apple MR is expected to redefine the VR product experience and use scenarios, which will have a greater impact on the market and industrial chain.
The National Business Daily integrates China Securities Journal, Securities Times, Apple's official website, and public information
National Business Daily