Shulou(Shulou.com)11/24 Report--

Beijing, January 30 (Beijing time)-Mark Gurman, a well-known American Apple journalist, wrote on Sunday that while Apple's efforts in augmented reality (AR) and virtual reality (VR) may one day create an alternative to the iPhone, the company's first headset is likely to become something Apple has not had in years: a failed product.

Apple's first head display is facing a test of failure. Apple's first hybrid reality device, which may be called the Reality Pro, will be launched this year. It uses a number of new technologies, from dual 4K displays to a flexible OLED screen that displays the user's eyes on the front. It will be equipped with more than a dozen cameras to analyze the wearer's body, eye movements and external environment.

There is no doubt that it will amaze the outside world and is much more advanced than any other product on the market. However, for most consumers, it is not practical and too expensive. This is because it can only be used for about two hours on a single charge, doesn't work well outdoors, has limited content at the time of release, and is designed to make some people uncomfortable.

The head of the strategic shift also marks a strategic shift for Apple. Previously, when it entered the previous category, such as music players, mobile phones, tablets and watches, mainstream people were already interested in these products. Apple's goal is to create better products and beat competitors.

By contrast, AR / VR headline display is still an emerging field. Companies need to persuade consumers to think about such products.

And, more worryingly, Apple hasn't found a real "killer app" for the device. Apple hopes immersive video viewing, tight integration with other Apple products and advanced VR FaceTime-based calls will attract consumers, but it is doubtful whether this approach will be enough to attract users.

Unlike the original iPhone, the primary iPhone does not have this problem. At the time, Apple only improved the experience for phones that everyone owns. On the first generation of iPad, the world was clearly ready for tablets, both as a replacement for laptops and as leisure and entertainment devices.

The original iPhone data can prove this point. IPhone sold 1 million within months of its launch, and iPad sold 1 million within 28 days of its launch. This is just the beginning. Apple sold more than 10 million iPhone in the second year and 15 million in the first eight months of the iPad.

There were no major use cases when Apple Watch was launched in 2015, but fitness and health tracking plus notifications quickly attracted people. Despite initial problems such as slow processors and mediocre applications, Apple Watch gained more than 10 million users in its first year on the market.

But even according to Apple's own plans, the story of the new model will be very different. The company expects to produce only about 1 million units in the first year. This means that, at least initially, the product will be one of Apple's lowest-selling products.

Compared with Apple's existing products, this model also has no obvious advantage. When Steve Jobs (Steve Jobs) launched iPad, he thought iPad was better than Mac or iPhone in browsing the web, watching videos and viewing photos. At the same time, Apple Watch works better as an activity tracker than iPhone.

Apple's first headline is probably no better than the iPhone or iPad except for video viewing and the FaceTime, and few consumers may be willing to pay $3000 for it. That's five times the price of the first-generation iPhone, which was thought to be overpriced in 2007.

While Apple may promote the Reality Pro as a consumer-oriented product, it should probably be positioned as a developer prototype designed to prepare software developers for cheaper and more practical products in the future.

To prevent the Reality Pro from becoming a high-profile failure, Apple may need to position it as a preview device for future products. But this can be a difficult road to take. Apple's marketing department is not used to downplaying new product launches because they don't have to. But on the first head display, Apple's reputation as a manufacturer of guaranteed hot products is in jeopardy.

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