Chinese netizens hesitant about Apple’s Vision Pro headset, but the market could soon see cheaper rival devices, analysts say

Apple’s first major new product in a decade lets users play games and watch videos overlaid onto their physical environment

The US$3,499 Vision Pro is unlikely to be a key driving force in China’s AR and VR device market, but it can boost innovation in the sector, analysts say

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Apple CEO Tim Cook poses next to an Apple Vision Pro AR headset on Monday. Photo: Bloomberg

Published: 8:00pm, 6 Jun 2023

Chinese consumers appear sceptical of the Apple Vision Pro, the US technology giant’s freshly announced augmented reality (AR) headset, but analysts say the high-end device could help pave the way for cheaper alternatives from Chinese companies.

Apple unveiled the Vision Pro, its first major new product in a decade, at its annual Worldwide Developers Conference in Cupertino, California on Monday. CEO Tim Cook said the device, which allows users to experience digital content such as games and 3D videos overlaid onto any physical space, marked “the beginning of a new era for computing”.

The headset, which runs on a dedicated operating system called VisionOS, is expected to hit the market next year, starting in the US. Major developers including Microsoft and Zoom will be among the first to launch apps for the device.

Introducing Apple Vision Pro

Priced at US$3,499, the Vision Pro stirred lively discussion on Chinese social media. While many internet users marvelled at the design and functionalities of the gadget seen in Apple’s introduction video, some also questioned its practicality.

“It’s indeed a good product, but who would wear it every day?” said one of the most up-voted comments on Weibo, a Twitter-like platform in China.

“It would be a truly revolutionary product if the price could fall under US$2,500 in the future, and if the Chinese version can become even cheaper,” read another popular post. “This price tag indicates that the product will need time to take off.”

With its premium pricing, the Vision Pro is unlikely to be a key driving force in China’s AR and virtual reality (VR) device market, according to a report published by research firm IDC on Tuesday.

A screenshot from a video by Apple demonstrating the use of its new Vision Pro AR headset. Photo: Handout

Chinese netizens hesitant about Apple’s Vision Pro headset, but the market could soon see cheaper rival devices, analysts say

Apple’s first major new product in a decade lets users play games and watch videos overlaid onto their physical environment The US$3,499 Vision Pro is unlikely to be a key driving force in China’s AR and VR device market, but it can boost innovation in the sector, analysts say

Apple’s first major new product in a decade lets users play games and watch videos overlaid onto their physical environment

The US$3,499 Vision Pro is unlikely to be a key driving force in China’s AR and VR device market, but it can boost innovation in the sector, analysts say