AR Glasses Outperform Apple Vision Pro Sales in China: Insights from TrendForce
In 2024, Apple Vision Pro’s sales in China were only 10,000 units, whereas AR glasses sold 284,000 units. Factors such as high pricing and design issues have led to the Vision Pro’s underperformance, while AR glasses benefitted from effective promotions and government subsidies. Domestic brands are leading this segment due to lower barriers to entry and strong supply chains.
In 2024, the Apple Vision Pro, though achieving a 5% market share in the VR/MR sector, experienced disappointing sales in China, with only 10,000 units sold compared to projected sales of 284,000 units for competitive AR glasses. High pricing, bulky design, and a limited content ecosystem have hindered the Vision Pro’s appeal, whereas AR glasses benefitted from strong e-commerce promotions and government subsidies, driving their popularity. Emerging domestic brands dominate the AR segment due to lower technical barriers and better integrations with local supply chains.
The surge in AR glasses sales over the Apple Vision Pro in the Chinese market reflects broader trends in consumer behavior, pricing strategies, and product design preferences. The rapid rise of AR glasses can be attributed to their lower cost, user-friendly features, and responsiveness to market dynamics, such as promotional efforts from online platforms. This contrasts with the high-end positioning of the Vision Pro, which, despite its advanced capabilities, struggles due to its pricing and usage model.
In summary, while the Apple Vision Pro has captured a segment of the VR/MR market, its sales in China have lagged significantly behind those of AR glasses, which are thriving due to competitive pricing, product accessibility, and effective marketing strategies. The dominance of domestic AR brands highlights a shift in consumer preference towards functionality and affordability in this rapidly evolving technology sector.
Original Source: www.trendforce.com
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