On February 2, the much-anticipated Apple headset Vision Pro was finally officially released. Although the product was not sold in China initially, this did not stop the enthusiasm of domestic users. At 9 p.m. on January 19, less than five minutes after the Vision Pro pre-sale began, the server was overwhelmed by enthusiastic buyers. Within half an hour, the Vision Pro in the physical store was sold out.
The pre-sale lasted only 1 hour, and the delivery time of Apple's Vision Pro headset has been postponed to mid-March, and there is a tendency to continue to postpone. For Apple, 200,000 units sold is not too much. After all, in 2023, Apple sold a total of 23.4 billion iPhones, so $3,499 — more than 250,000 yuan is not cheap for people around the world.
Unlike the hype of Apple's first products such as the iPhone and Apple Watch in previous years, the space for hype in the Vision Pro seems to be limited. During the pre-sale period, scalpers once speculated the ** of Vision Pro to as much as 90,000 yuan. However, recently on the Xianyu platform, many sellers have reduced the number of sellers to 30,000 yuan to 50,000 yuan, showing that the large premium space has been greatly compressed.
February**Dynamic Incentive Plan This phenomenon is not accidental. First of all, the Vision Pro is a relatively niche product compared to Apple's other products. Although it has advanced technology and excellent performance, it is not as acceptable to a wide range of consumers as the iPhone or Apple Watch due to its high price** and specific use cases. Therefore, the market demand is relatively limited, and the space for speculation is naturally limited. Secondly, with the development of technology and consumers' increasing awareness of virtual reality, the competition in the virtual reality headset market is also becoming increasingly fierce. In addition to Apple's Vision Pro, there are quite a few other brands that have also taken their place in this market. The competition between these brands has made the market** more transparent, thus compressing the room for speculation by scalpers. In addition, with the increasing standardization of e-commerce platforms and the increase in consumers' trust in e-commerce platforms, more and more consumers choose to purchase products through official channels. In this way, the living space of scalpers has been further compressed. Overall, the release of Apple's Vision Pro headset reflects the impact of market demand, market competition, and e-commerce platforms. For Apple, how to maintain its leading position in this increasingly competitive market is a question they need to think about seriously. For consumers, how to choose the most suitable products among the many virtual reality headset brands also requires them to have an in-depth understanding and comparison.