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

According to news in the morning of June 12, Beijing time, it is reported that for Apple's Vision Pro, the price of $3500 is definitely not for sales. No matter how powerful and attractive the technology is, such a price cannot reach a potential audience, and there is no real future for a price seven times that of its competitors.

When the pricing of the product was officially announced, a burst of boos broke out in the crowd. Many consumers and commentators are critical of this, and Apple's explanation for the pricing is clearly unconvincing.

"even if you buy state-of-the-art televisions, surround sound, powerful computers, several high-definition monitors, high-end cameras, and then combine them, you won't get the Vision Pro experience," Mike Rockwell, the Apple executive in charge of the project, said before disclosing the price.

Although this explanation may be true, it is misleading. TV can be shared, Vision Pro can only be enjoyed exclusively. People who buy space computers are more likely to already have high-end Mac, monitors and smartphones with cameras.

No wonder Apple was tight-lipped about price before the Global developer Conference (WWDC). After all, early disclosure is bound to lead to negative comments. In the end, the company believes that if the product is not officially launched at the launch, additional attention will be needed to the price. Now, consumers have nine months to digest the price before Vision Pro goes public.

Although industry insiders believe that the marketing of the device is indeed good, on the issue of price, they should have focused on the novelty and high cost of the technology: they invested up to $15 billion in development costs, and if the price is too low, there will be a loss.

In contrast, forced comparisons with televisions, monitors, cameras and computers will weaken the real reasons behind high prices.

But in a few years, the problem may no longer be a problem. It has been reported that Apple is already developing a lower-priced Touxian, hoping to boost sales. As can be seen from the name of Vision Pro, they are still developing a non-Pro version, which is known as Vision or Vision One.

Given that the Vision Pro is overpriced, how Apple reduces costs becomes crucial. It won't be easy to cut prices while keeping enough profit margins: $3499 is already at or near the Vision Pro cost line.

The most expensive components on the Vision Pro are camera and sensor arrays, two Apple chips and two 4KmicroLED virtual reality displays. Apple may use lower-quality screens and chips from iPhone or older Mac models in non-Pro models, and reduce the number of cameras.

Apple may also adopt a simpler headband design that requires users to obtain spatial audio through AirPods, replacing the Vision Pro headband with built-in speakers, replacing automatic adjustment with physical pupil distance adjustment, and eliminating functions such as 3D cameras. Combined with more elaborate production processes, economies of scale and a cheaper fuselage, Apple is expected to reduce prices by a few hundred dollars.

But in several other areas, Apple may not compromise. The EyeSight external screen that shows the wearer's eyes and the eyeball and gesture tracking system are at the heart of Apple's Vision, just as a touchscreen means to the iPhone. Therefore, even the lower-priced version should continue to retain these features.

According to Apple's current plan, the low-cost version will be available as early as the end of 2025, so it will be at least two more years before it will be available. At the same time, Apple is developing a second-generation Vision Pro with faster processors, indicating that the company plans to adopt a dual-product strategy, similar to the relationship between the standard iPhone and iPhone Pro.

But for now, Apple can only hope that the high price of the Vision Pro will not be prohibitive, and that when the low-cost version is released, it will attract enough consumers to wait in line to buy it.

Why don't Apple executives publicly use Vision Pro? One of the most surprising things about WWDC is that Apple CEO Tim Tim Cook and other executives do not publicly wear the Vision Pro.

As can be seen from the photos at the scene, Cook's closest distance is just standing next to Vision Pro. Would it be inconceivable that Apple executives just stared at new Apple Watch or iPhone models instead of trying them out? This never happened: Cook wore it on his wrist when the new Apple Watch was released, and Cook always proudly held it when the new iPhone was launched.

But Vision Pro's head is different, which is actually intentional. Every detail at Apple's product launch was carefully arranged. All actions are done for a reason. That is why this move is very noteworthy. The most likely answer is that Apple knows that the headwear may be bulky and dystopian on users, and the company is very careful to protect the image of its executives. So Apple doesn't want Cook with an Vision Pro to become an online meme.

While this is understandable, it also shows that Apple has reservations about the design of the product and that they are not confident enough for Cook and other high-profile executives to wear it in public. Just compare Cook's performance at the Vision Pro launch with his performance at the iPhone 14 and the first-generation Apple Watch launch, and you can clearly feel the difference.

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