Apple’s $25,000 AR deal suffered 95% cutback: lower than expected

2023-06-12 05:54:39 ​​Author: Renbaobao

Apple released a high-end MR headset, Vision Pro, at this year's WWDC, becoming the most expensive product in Apple's history with a starting price of US$3,499. There are recent rumors that Apple has lowered its original shipment target of 3 million to 150,000, and cut orders by as much as 95%.

Analyst Ayesha Tariq revealed that this move may be due to the high threshold of Vision Pro. It is not a mass consumer product and is only targeted at a small number of users in professional fields. In addition, the device can only work for 2 hours using the 6500mAh battery that comes with the device, and the battery needs to be replaced using a SIM card pin.

The selling price may be higher because additional costs may be added, such as Zeiss inserts and customized head circumferences. This makes more users choose to wait and see rather than buy. Perhaps Apple needs to launch a more affordable MR headset to attract more users to adopt it.

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Although Vision Pro’s shipment target is lowered, this does not mean that the device has no market prospects. For users in the professional field, Vision Pro provides better visual effects and performance, which can help them complete their work better. If Vision Pro can be recognized by users in this field, Apple will have the opportunity to show its talents in this field.

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