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

CTOnews.com Mixed Reality (MR) is a technology that combines Virtual Reality (VR) and Augmented Reality (AR) to allow users to interact with real-world objects in the virtual world. Apple has been rumored to be developing its own MR headset, which is expected to be unveiled at WWDC in June 2023. The headset will be an important step for Apple into the post-iPhone era and will be its new main product category.

However, according to a new study by Piper Sandler, younger users are not interested in AR / VR technology. The study surveyed 5600 teens and found that 29 percent owned VR devices, but only 4 percent used them daily and only 14 percent used them weekly. Only 7% of teens said they planned to buy a new headset, while 52% were unsure or uninterested. This suggests that teens who already own VR devices aren't satisfied, and teens who haven't tried are less likely to try them.

That could mean a challenge for Apple and other MR vendors: finding compelling use cases to drive widespread user purchases. At present, MR technology is still in its "early stages" and has not yet demonstrated its true potential.

Apple's rival Meta (formerly Facebook) is in trouble. The company lost $13.7 billion in 2022 and lowered the price of its Quest 2 and Pro VR headsets in early 2023. Apple, on the other hand, expects to price its first MR headset at around $3000 (CTOnews.com notes: currently about 20640 yuan), much higher than other products on the market. Apple doesn't seem to be targeting consumers, however, but developers and professionals. This may help it build attractive usage scenarios, but it also takes more time and effort.

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