With the end of the early tasting period of Apple's first headset device, Vision Pro, the originally hot rush to buy quickly turned into a wave of returns. Since its official launch in New York on February 2, Vision Pro's reputation has undergone a rollercoaster of changes, from snapping up to today's returns, consumers have raised many questions about the hardware weight, content ecology and high cost of this high-end device.
According to Tianyancha data, Apple has been known for its innovative products and strong brand influence around the world. However, the launch of the Vision Pro doesn't seem to have been able to continue this glory. Although Apple has not officially announced the specific return rate, according to foreign media reports, the return rate is not significantly higher than the industry average. However, considering its high of $3499 (about 2.).RMB 50,000), even if the return rate is slightly higher than the average, is expected by the industry.
Why is the highly-anticipated headset in such an awkward situation? First of all, the weight of hardware has become the focus of consumer criticism. Many users reported that they felt heavy and uncomfortable when wearing Vision Pro, which seriously affected the user experience. Secondly, the imperfection of the content ecology is also one of the important reasons for consumer returns. In the current market environment, the content of virtual reality devices** is still relatively limited, and the high cost of Vision Pro** makes consumers have higher expectations for its content ecosystem. However, the reality is that "after buying home, it is basically a game device and a movie viewing device", which obviously cannot meet the diversified needs of consumers.
In response to this phenomenon, Fixed Focus visited the Vision shared experience store in Beijing. The store staff said that although the equipment attracted a large number of customers to experience the experience after arriving in the store, the feedback from the experiencers was not satisfactory. The in-store hourly experience service is also relatively high, which undoubtedly increases the cost of trial and error for consumers.
Overall, although the launch of Apple's Vision Pro has aroused some market attention, its problems in hardware weight, content ecology and ** have made consumers cautious about it. Faced with this situation, Apple needs to seriously reflect and take measures to improve in order to regain the trust of consumers in the future market competition.
Data support: Tianyancha).