Apple Inc. unveiled a series of artificial intelligence strategies at the WWDC global developers conference, and also announced another major news: the first mixed reality device, Vision Pro, will be launched in eight countries/regions outside the United States, including Mainland China and Hong Kong. Users in these areas can pre-order Vision Pro starting at 9 am on June 14, with official sales beginning on June 28.

This marks the first appearance of Vision Pro in the Asian market. The starting price for Vision Pro in Mainland China is 29,999 RMB, which is over 4,200 USD when converted, significantly higher than the initial price of 3,499 USD when the device was first released in the United States four months ago.

As pre-sales began on Friday, the demand for this device in China has also attracted market attention. Most analysts believe that the high pricing of Vision Pro is out of reach for ordinary consumers but may attract some professional users.

Canalys analyst Zhou Lexuan, who focuses on Apple's strategy research, said: "Vision Pro's entry into the international market has exceeded industry expectations, seemingly attempting to boost sales in the face of lower-than-expected demand, as the device is niche and expensive."

Advertisement

Kuo Ming-chi, an analyst at TF International Securities, reported in April that due to low demand, Apple has reduced the production of Vision Pro. The firm predicts that global shipments of Vision Pro in 2024 can still be maintained at 400,000 to 450,000 units.

China is one of Apple's most important markets, and Chinese users also have high expectations for Vision Pro, although they may remain cautious in the early stages.

A reporter from Yicai purchased the Apple Vision Pro device in the United States, and the most attractive features are the high-resolution virtual screen and precise eye-tracking capabilities, which can replace traditional TV screens without losing clarity.

An Apple fan told the Yicai reporter: "Although the experience of Vision Pro is good, such a high price makes me question my need for it."

Previously, some e-commerce platforms rented and sold Vision Pro, and earlier this year, the prices of these unofficial channels even reached more than twice the official Apple price. However, as the novelty of the new device fades, the prices on these third-party platforms have also dropped.

Canalys smart device analyst Liu Jiansen told the Yicai reporter: "The pricing of Vision Pro is mainly aimed at enterprise and commercial users, after all, in terms of productivity, training, and user experience, this device has certain value, especially for some enterprises that want to be associated with Apple technology and high-end brands, it can enhance the brand image."During the WWDC keynote, Apple unveiled the new VisionOS 2 operating system, an update that brings new features and AI integration, compatible with over 2000 applications. However, in China, the ecosystem construction of Vision Pro may pose a significant challenge for Apple, especially in dealing with the strict regulation of generative AI content.

Liu Jiansen stated to the First Financial Daily reporter: "Apple may adopt different strategies in China, primarily relying on local suppliers to provide content. Attracting developers and suppliers to develop content that meets the requirements for this new platform to build an ecosystem."

Apple announced during WWDC that Chinese local developers and internet companies will launch new applications and games for Vision Pro, including the Chinese tech giant Tencent, which will offer Tencent Video; ByteDance will also introduce a VR version of TikTok on Vision Pro.

As another major innovative product from Apple following the iPhone and Apple Watch, Vision Pro has sparked a new revolution in the field of spatial computing since its launch in the United States earlier this year. The concept of spatial computing dates back to the 1930s, with many Disney animations originating from spatial computing technology. Today, humans are able to interact deeply with content on screens.

Cook declared the launch of the Vision Pro device as "the arrival of the spatial computing era." He said: "Vision Pro is the most advanced consumer electronic device ever, and its revolutionary and magical user interface will redefine the way we connect, create, and explore."

However, Vision Pro may face competition from local products in China, such as OPPO. In this regard, Wu Xiaoming, founder, chairman, and CEO of Granular Technology, previously told the First Financial Daily reporter that the key core role in the computing power of the device terminal for Vision Pro is the R1 chip processor developed by Apple. For many Chinese hardware manufacturers, their products are hard to reach the computing power of Apple, so there is still a certain gap with Apple's device. He believes that domestically, it is more suitable for the development of AR technology, which is to put a lot of computing power on the edge and in the cloud, thereby reducing the dependence on terminal computing power.

Avi Bar-Zeev, co-inventor of Microsoft HoloLens and known as the "father of spatial computing," believes that lightweight smart glasses capable of achieving the interactive experience of Vision Pro may be born in the future. He believes that this will truly revolutionize the industry, and this turning point is expected to arrive in about 5 years.