As the release date of Apple's Vision Pro MR (mixed reality) headset products is approaching, the AM field MR headset and consumer electronics sector have recently come out
Industry insiders said that by introducing real-world scene information in the virtual environment, MR technology builds an information loop of interactive feedback between the virtual world, the real world and users, which further enhances the realism of the user experience. With the continuous improvement of the underlying computing power and the rapid penetration of AI technology, it is expected that MR will become an important technology carrier in the future. Apple's entry into the market is expected to bring new changes to the MR ecology and bring corresponding investment opportunities, and domestic consumer electronics industry enterprises are expected to deeply participate in Apple's MR headset chain.
Apple's MR Headset 1 is on sale soon.
According to Apple's plan, the Vision Pro headset will be available in North America in January 2024. In June 2023, Apple announced its first MR headset product, Vision Pro, at the 2023 Developer Conference (WWDC), priced at $3,499. Apple CEO Tim Cook said that Vision Pro will lead to the "era of spatial computing".
It is understood that Vision Pro integrates a number of advanced technologies in the MR field to help users achieve a more immersive application experience, including perspective, eye tracking, 3D rendering, 3D camera, gesture recognition, sound input control, etc.
CITIC** believes that the upgrade and optimization of Vision Pro in terms of hardware is expected to bring users a better experience. With the continuous improvement of the underlying computing power and the rapid penetration of AI technology, the way of human-computer interaction will change from 2D to more natural 3D, and it is expected that MR will become an important technology carrier in the future. Apple's entry into the market is expected to bring new changes in the MR industry from hardware to software, and bring corresponding investment opportunities.
Apple's MR headset is about to be large-scale, and China's consumer electronics foundry and other manufacturing industries are expected to deeply participate in Apple's MR headset ** chain. In June this year, the bill of materials of consulting firm Wellsenn XR showed that a total of seven Chinese mainland companies were included in the Vision Pro** chain list. Among them, the assembly and OEM of the whole machine is responsible for Luxshare Precision, the middle frame and shell of the body are provided by Changying Precision and Lingyi Technology, the power supply system will come from Desay Battery, the speaker module will come from Goertek, the IPD drive system will come from Zhaowei Electromechanical, and the camera module will come from Gaowei Electronics.
At the beginning of December, Apple brought three Chinese first-class chain companies to the first China International First-chain Promotion Expo. This is the first time that Apple has shown its cooperation with China's ** chain at the exhibition. In Apple's global industrial chain layout, China's top merchants are in an important position. Apple said 151 of Apple's 200 major manufacturers make their products in China.
The enthusiasm of the MR track is also reflected in the secondary market. On December 29, a number of listed companies with MR headset and consumer electronics OEM concepts rose sharply. Among them, Yashi Optoelectronics, Liding Optoelectronics, and Goertek have a daily limit, and space-time technology has been on two boards.
It is expected to create a new value chain.
MR headset hardware includes cameras, optical devices, micro-projection devices, sensors and other products, and the industrial chain involves software, content, platforms and other aspects. According to BEA Qianhai**, technological innovation will create new value chains, including subdivisions such as silicon-based OLEDs, optical systems, and interpupillary distance (refractive) adjustment modules.
Huafu ** said that the Micro OLED industry is developing rapidly, and Wright Optoelectronics, Dinglong Technology, Huaxing Yuanchuang, Jingce Electronics, Liande Equipment, Yitian Co., Ltd., Jingzhida, Qingyue Technology, BOE A and other companies participate in core links such as upstream equipment, materials and midstream manufacturing. Changdian Technology, Tongfu Microelectronics, Huatian Technology, Jingfang Technology and other enterprises are deeply engaged in the field of IC packaging.
AVIC** said that at present, Sony and BOE A can mass-produce micro OLED displays for mixed reality devices. In the future, with the introduction of the domestic first-class chain into the whole machine assembly, image chips, display screens, speakers, batteries and other links, MR products are expected to achieve cost reduction and increment.
In terms of content ecology, Roman shares recently announced that the company is planning to acquire 85% of the shares of Equal Creation Ltd by paying cash, and Holovis will become a secondary subsidiary of the company after the transaction is completed. Holovis is an international leading immersive experience design company, with leading technologies such as DeepSmart and Holotrac, and has formed a good cooperative relationship with IP parties such as Universal Studios and Legoland. After the completion of the acquisition, the company's VR AR and cultural tourism sector will be significantly strengthened.
Insai Group previously said on the investor interactive platform that its wholly-owned subsidiary, Creative Hot Store 2, has registered a developer account on Apple's iOS system and is designing and planning XR-related applications. The XR application will be based on the company's XR virtual shooting solution, integrating real-time rendering, angle tracking, virtual expansion, global illumination and other technologies to provide Apple Vision Pro users with a variety of virtual reality immersive interactive experiences with switchable scenes such as film and television, games, outdoor sports, travel, variety shows, and concerts.