Apple has recently announced its plans to launch the Apple Vision Pro, its flagship virtual reality headset, in several international markets including China, Hong Kong, Japan, and Singapore. This move marks the gadget’s debut outside of the United States, with pre-orders starting on June 28. The Vision Pro was first made available in the U.S. four months ago at a starting price of $3,499. However, in China, one of Apple’s key markets, the headset will be priced at 29,999 yuan ($4,190), which is the highest asking price for this product.
One of the major challenges that Apple will face in the Chinese market is the government’s strict regulations on content. Popular apps in the U.S. such as Disney+ and Amazon Prime Video are not available in China. As a result, Apple has stated that local developers and internet companies will be launching new apps and games specifically for the Apple Vision Pro. Companies like Tencent and ByteDance are expected to provide content for the headset in the Chinese market. Additionally, Apple will also face competition from local rivals like Oppo who are also working on VR technologies.
Despite some challenges, there seems to be a growing demand for the Vision Pro in China. A gray market for the headset has already emerged, with prices selling for double the official price on online platforms. Apple’s CEO, Tim Cook, expressed his excitement about introducing spatial computing to a larger audience around the world. However, reports of waning demand for the Vision Pro in the U.S. have surfaced. Apple analyst Ming-Chi Kuo mentioned that production for the headset had been reduced due to low demand. In response to this, Apple’s move to international markets is seen as an effort to boost sales in light of the niche use case and high price tag associated with the Vision Pro.
Apart from China, Apple has also announced that the Vision Pro will be available for pre-orders in Germany, France, Australia, the U.K., and Canada on June 28, with the headsets set to officially launch on July 12. Along with this international expansion, Apple also introduced the latest version of its operating system for the Vision Pro, VisionOS 2. This update includes new features and AI integrations, making the headset compatible with over 2,000 apps.
Apple’s decision to launch the Vision Pro in international markets signals a new chapter for the virtual reality industry. While challenges exist, particularly in markets like China, the company’s strategic approach to partnering with local developers and expanding its product reach demonstrates its commitment to innovation and growth. With the introduction of VisionOS 2 and the promise of an immersive spatial computing experience, Apple is poised to capture a global audience and further establish itself as a key player in the VR market.
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