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Apple enthusiasts in China can finally get their hands on the much-anticipated Vision Pro mixed-reality headset, as pre-orders open this Friday, with shipments commencing on June 28. Priced at 29,999 yuan (approximately US$4,138), the headset arrives at a premium compared to its US counterpart, reflecting a competitive entry into China’s burgeoning tech market.
The launch marks a significant step for Apple, aligning with partnerships forged with Chinese entertainment giants to navigate the country’s strict content regulations. Tencent Video, akin to Netflix, will feature prominently on the Vision Pro, underscoring Apple’s strategic alliance with Tencent Holdings.
Moreover, local tech titans are also onboard, with Alibaba Group integrating its office tool DingTalk and e-commerce platform Taobao into the Vision Pro ecosystem earlier this year. This move underscores Apple’s effort to localize content and services, crucial for appealing to Chinese consumers.
Initial concerns over trademark issues with Huawei Technologies, which holds exclusive rights to the “Vision Pro” trademark in certain contexts until 2031, were resolved in March. Apple successfully secured approval for the “Apple Vision Pro” trademark, paving the way for its market entry in China.
The Vision Pro’s arrival follows months of anticipation among tech aficionados who accessed the headset through grey market channels or rental services. Start-ups like Vision Space in Beijing capitalized on this interest by offering hands-on experiences of the headset at hourly rates, fueling excitement ahead of the official launch.
Analysts foresee Apple’s Vision Pro reinvigorating a sluggish VR market globally, which saw a downturn last year. Market intelligence firm IDC predicts a 44.2% surge in VR shipments for 2024, attributing part of the growth to innovative products like the Vision Pro, set to redefine user experiences.
In China, Apple faces formidable competition from local players like ByteDance’s Pico subsidiary, which dominates the market with its affordable headsets. Despite this, Apple’s reputation for quality and innovation positions the Vision Pro as a premium choice in a competitive landscape.
Looking ahead, Huawei’s imminent XR headset launch promises to intensify competition further, setting the stage for a dynamic rivalry in the evolving VR market.
