In order to reverse the weak sales of Vision Pro, Apple is preparing to sell Vision Pro headsets in markets other than the US after next month's Global Developers Conference. The first batch of overseas expansion candidates may include China, France, Germany, Australia, Japan, South Korea, and Singapore. Tim Cook also previously specifically stated that Vision Pro will enter the Chinese market in 2024.
Vision Pro sales are weak,$Apple (AAPL.US)$Are you starting to hurry?
On May 13, according to media reports, Apple is preparing to launch its $3,499 mixed reality helmet Vision Pro to markets outside the US, including entering the Chinese market in 2024 to test the appeal of Vision Pro in overseas markets.
Vision Pro is a major new product launched by Apple over the years. It can combine virtual content with real-world views, which Tim Cook (Apple's CEO) says marks the beginning of the “era of spatial computing.” However, due to the fact that the helmet is expensive ($3,499, more than three times more expensive than the iPhone 15 Pro) and lacks appealing apps, Vision Pro is still a niche product.
Although Vision Pro initially attracted a lot of interest in the US, its sales volume gradually declined, and some stores even sold only a few units a week. Also, even though some customers made an appointment to try it on, they actually didn't experience it as promised. As a result, Vision Pro's sales were not ideal, causing sales in Apple's Wearables, Home & Accessories business unit to drop 10% this quarter.
In overseas markets, although not officially sold yet, Vision Pro also attracted a wave of initial demand through unofficial resellers. However, in places like Hong Kong, consumers can now even buy the device for less than the retail price.
The media pointed out that in order to reverse the current weak sales situation, Apple has made many efforts, such as:
1) Apple is seeking to boost sales through international expansion. Especially considering the strong interest in virtual reality technology in the Chinese and Japanese markets, market demand for this core feature seems promising.
2) Because the price is too high to limit sales, Apple is also considering launching a cheaper Vision Pro model to attract more customers, but it is still trying to reduce costs.
3) Apple plans to launch the second-generation VisionOS operating system for Vision Pro in June to enhance the performance and appeal of the device. Also, although there are plans to update the device's operating system in June, Apple has no plans to launch a new version of Vision Pro before the end of 2026.
4) Apple highlights Vision Pro on its website.
2) Apple will actively understand the reason “customers don't buy” after the customer has tried it on.
The media quoted people familiar with the matter as saying that Apple plans to launch Vision Pro to the international market for the first time after next month's Global Developers Conference. Tim Cook also previously specifically stated that Vision Pro will enter the Chinese market in 2024. To ensure that employees at its global retail stores can effectively present the new device to customers, Apple recently began a four-day training course. The courses began last week in Cupertino, California, where Apple's headquarters are located. Currently, hundreds of employees from international stores have participated.
However, Apple maintains its consistent confidentiality policy and did not tell employees in the training course exactly which countries Vision Pro will be marketed. However, the company is training employees from Germany, France, Australia, Japan, South Korea, Singapore, and China, and it is likely that these regions will be Vision Pro's first international market candidates.
An Apple spokesperson declined to comment on the news. Currently, Apple is working to increase the market acceptance of this mixed reality helmet, especially in the international market, but it remains to be seen if it succeeds in the future.
Editor/Somer