Can the $25,000 Apple Vision Pro be saved? VR/AR sales in China are disastrous

Quick Technology News on June 8th, Apple recently launched the MR headset Vision Pro, priced at US$3,500, or approximately RMB 25,000.

People’s evaluations are almost polarized. Some people think it is an epoch-making product, while others complain that the price is too expensive and that even VR users do not value the game content the most.

In fact, the performance of the VR/AR market this year has been very bleak. Luotu Technology data shows that from January to April 2023, the monitored sales of VR/AR virtual reality devices in the online public retail market (excluding content e-commerce companies such as Douyin) were only 82,000 units, a year-on-year decrease of 24%.

Especially in April, the online sales volume for that month was only 15,000 units, directly becoming the lowest value in a single month in the past two years.

Monthly sales volume of China’s VR/AR online retail market in 2023

Analysis believes that In the past few years, VR/AR has experienced a technology hype cycle, turning from over-optimism to skepticism.

However, the performance of segmented products is not all bad. In the Chinese market, the performance of AR and VR is completely opposite. According to Luotu Technology’s online monitoring data, from January to April 2023, online sales of VR equipment fell by 37% year-on-year; online sales of AR equipment increased by 182% year-on-year.

Therefore, from the product structure of the overall market, the proportion of AR is rapidly increasing. From January to April, VR’s sales share in the online market was 76%, down 18 percentage points from the same period last year; AR’s sales share increased from 6% in January to April last year to 24% this year.

Brand share of China’s VR/AR online retail market in April 2023

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