Apple Vision Pro finally landed in the Chinese Mainland market four months after its launch.
On July 2nd, a reporter from Dahe Finance Cube found on Apple's official website that the current appointment for Apple Vision Pro demo is very popular, and Beijing stores need to queue up to grab the number. The latest appointment period shows a state of no number, and even if the number is re issued, it still needs to wait for a week later.
As the latest product, whether the Apple Vision Pro can bring a new round of growth points to Apple has become a focus of market attention.
"The space head display (headworn display device) of Apple Vision Pro will bring a new virtual reality experience, but its high price and limited application scenarios at present make the popularity of this product face challenges. Although its future potential is huge, it is expected to have no significant impact on Apple's revenue in the short term." Internet analyst Ding Daoshi said in an interview with reporters from Dahe Financial Cube.
Booking is full, 5 stores in Beijing can book Apple Vision Pro demonstrations
On the evening of July 2nd, the reporter visited the Apple Wangfujing store in Beijing and saw that in the demonstration service area of the Apple Vision Pro, many customers started operating it in the air after wearing it, which also attracted the attention of consumers.
"You need to make an appointment in advance, there is no way to add people on site." There are many customers who want to experience it on site, and the staff at Apple Wangfujing opened the appointment list to the reporter, saying, "There are indeed many people making appointments now. You see, it's already past 6 o'clock, and the system shows that there are still more than 200 groups of customers waiting to experience it."
"After wearing the Apple Vision Pro, all spaces will become an operation screen, which can be enlarged or reduced, suitable for office and entertainment, such as watching 3D movies and panoramic videos. The iPhone 15 PRO series can shoot space videos with a 3D camera, making the captured videos more three-dimensional." "Compared to ordinary VR glasses, it brings customers a brand new experience," said Apple Wangfujing staff to reporters
From Apple's official website, it can be seen that there are 5 Apple stores in Beijing that offer pre order demonstration services for Apple Vision Pro, including Apple Sanlitun, Apple Huamao Shopping Center, Apple Wangfujing, Apple Chaoyang Joy City, and Apple Xidan Joy City.
On site staff told reporters that the scheduled demonstration time for Apple Vision Pro is 30 minutes, and the format is a one-on-one demonstration. Apple employees will first assist in setting up Apple Vision Pro and provide personalized demonstrations based on customer needs and vision needs.
It is understood that the Apple Vision Pro is a hybrid reality headset electronic device produced by Apple. It runs the vision OS operating system and uses the Apple M2 and R1 chips. This product is Apple's first brand new non accessory product line since the launch of the Apple Watch in 2015. Apple describes the Vision Pro as a "spatial computing device.".
At the Apple Global Developers Conference on June 5, 2023, the Apple Vision Pro was officially released and released in the United States on February 2, 2024. On June 28, Apple Vision Pro was officially launched in the Chinese Mainland market, including Japan and Singapore.
The current sales price of Apple Vision Pro in mainland China is 29999 to 32999 yuan. If optical inserts need to be added, an additional fee of 799 to 1199 yuan will be required.
Industry: Apple's product innovation pace is slow, and its market value may have reached the ceiling
According to sales data for the first quarter of this year, Apple's main product, iPhone, saw a decline in sales, while the decline in the Chinese market was even more pronounced. In the current context, whether Apple Vision Pro, as the latest product, can bring a new round of growth points to enterprises has become a focus of market attention.
The latest report released by research firm IDC shows that Apple's smartphone iPhone shipments in the first quarter of this year were 50.1 million units, a 9.6% decrease from 55.4 million units in the same period last year; Among the top five smartphone brands, Apple experienced the largest year-on-year decline in the first quarter. In addition, data from Hong Kong research firm Counterpoint shows that iPhone sales in China decreased by 19% year-on-year from January to March 2024.
The decline in sales has led to a synchronous decline in corporate performance.
According to the latest performance released by Apple, as of March 30, 2024, in the second quarter of the 2024 fiscal year, operating revenue reached $90.8 billion, a year-on-year decrease of 4%; The net profit was $23.636 billion, a decrease of 2% compared to $24.16 billion in the same period last year. The diluted earnings per share for this quarter were $1.53.
At the same time as announcing the results, the board of directors announced plans to use $10 billion for common stock repurchases. In addition, Apple's board of directors announced the distribution of a cash dividend of $0.25 per share on the company's common stock, a year-on-year increase of 4%.
"The Apple Vision Pro, a space headset, undoubtedly leads a brand new virtual reality experience, with its powerful features not only suitable for office use, but also integrated into daily life. However, the high price - as high as 20000 to 30000 yuan in the domestic market, and the limited application scenarios currently present - pose challenges to the popularity of this product. Although its future potential is huge, it is expected to have a significant impact on Apple's revenue in the short term," said Ding Daoshi.
From the perspective of Apple's product portfolio, Ding Daoshi believes that from the iPhone 13 to the latest products, it seems that they are all being upgraded in a "squeezing toothpaste" way. Compared to domestic Chinese enterprises, their innovation pace is slightly conservative. The company's launch of a repurchase plan is a reflection of Apple's confidence in the future, as well as to stabilize stock prices and market sentiment. But in the long run, truly disruptive products are the key to determining Apple's future. If there were no more innovative products launched, the market value of $3 trillion may have reached Apple's ceiling.
"However, we can still have expectations for Apple's space headsets and artificial intelligence. If breakthroughs can be made in these two areas, it may bring new growth points to Apple," said Ding Daoshi.