Apple’s highly anticipated Vision Pro mixed reality headset is stirring excitement in China, leading to the emergence of a grey market offering pre-launch access at double the official starting price of $3,499 according to a new report by South China Morning Post.
Dozens of merchants on Xianyu, Alibaba’s popular flea market app, are advertising shipments from the United States launch on Friday, February 2, capitalizing on eager enthusiasts willing to pay a premium for early access.
This phenomenon, fueled by dedicated “Daigou” individuals who procure luxury goods overseas for Chinese customers, highlights the fervent anticipation surrounding Apple’s foray into the nascent AR/VR market. However, it also underscores the potential challenges the tech giant faces in a market with evolving landscape and fierce competition.
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While Facebook’s Meta Reality Labs and Chinese brands like Pico have pioneered VR technology, their commercial success has been limited. Analysts, however, believe Apple’s entry represents a pivotal moment. “Apple’s entry,” states Ramon Llamas, research director at IDC, “will inject much-needed attention and force other companies to innovate.”
This optimism stems from Apple’s proven ability to revolutionize existing technologies, as it did with smartphones and tablets. The Vision Pro, boasting advanced features like eye tracking and 4K micro-OLED displays, promises to blur the lines between physical and digital realms, potentially propelling the entire AR/VR market forward.
IDC forecasts an impressive 47% growth in headset shipments this year, partly fueled by the Vision Pro’s debut. However, the path to widespread adoption remains uncertain. Pico, the second-largest VR brand, recently conducted job cuts and reportedly scrapped its next-generation model, demonstrating the industry’s volatility.
Apple’s success hinges on striking a balance between premium technology and accessibility. While enthusiasts might readily embrace the Vision Pro’s cutting-edge features at launch, broader consumer adoption will depend on a compelling user experience and a more competitive price point.
The Chinese grey market’s early activity, despite its inflated prices, reflects the immense potential of Apple’s AR/VR ambitions. However, navigating the complex market dynamics and delivering a truly transformative experience will be crucial for Apple to solidify its position as a leader in this emerging frontier.
Apple initially plans to keep pre-orders confined to the US, but reports suggest a rollout to more countries is imminent. Whispers abound of an expansion before WWDC 2024, with China, the United Kingdom, and Canada potentially receiving the headset next. This measured approach allows Apple to fine-tune its supply chain and gauge early demand, all while building anticipation for the global launch.
