Apple’s much-anticipated mixed-reality headset has finally hit the shelves in China, but with a retail price that is approximately 18% higher than in the United States. Starting at 29,999 yuan ($4,128) in China, compared to the $3,500 price tag in the U.S., the device has sparked a mix of anticipation and criticism among consumers.
One customer in Beijing, surnamed Chen, even went as far as suggesting to Apple CEO Tim Cook that the Vision Pro should be priced lower by about 10,000 yuan ($1,376). He expressed concerns that many potential buyers in China might opt for second-hand Vision Pro units due to the discounted prices offered by unauthorized sellers, rather than purchasing directly from Apple.
On Chinese social media platform Weibo, discussions surrounding the China version of Vision Pro were buzzing with questions about its worthiness despite the higher price tag. The popularity of these posts indicates a strong interest in the new device within the Chinese market.
While CNBC reached out to Apple for comment on the pricing strategy for the Chinese market, the tech giant has yet to respond publicly. It is worth noting that Greater China contributes significantly to Apple’s revenue, representing about 18% of the company’s earnings in the three months leading up to March 30.
Competition and National Security Concerns
Apple has been facing fierce competition from local Chinese brands like Huawei, as well as increased scrutiny on national security issues. This challenging landscape has pushed Apple to innovate and cater to the unique needs of the Chinese market, including launching the Vision Pro with tailored features and pricing.
Despite the pricing controversy, early adopters like Chen have eagerly pre-ordered the Vision Pro and are actively seeking training on how to use the device. Major Chinese tech companies such as Tencent, Alibaba, and JD.com have already rolled out Vision Pro versions of their apps to enhance shopping, gaming, and video-watching experiences on the new headset.
Apple’s entry into the mixed-reality headset market in China marks a significant milestone for the company, but the higher retail price and competitive landscape pose unique challenges. As consumer feedback and market adoption evolve, it will be interesting to see how Apple navigates these complexities and continues to innovate in this rapidly growing industry.