After a wait of half a year, the domestic version of Vision Pro has finally arrived.

However, in stark contrast to the booming situation in overseas markets, the pre-sales performance of the domestic version of Vision Pro seems rather lackluster. This phenomenon is particularly evident in first-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen. It is reported that regardless of whether customers choose offline pickup or standard delivery service, the shipping date is set for June 28th.

Looking back at January 19th this year, the pre-sales frenzy of Apple Vision Pro on the official US website saw a significant delay in shipping due to the surge in orders, even pushing back the delivery time to mid-March.

Vision Pro, considered a symbol of the era, seems to have encountered a setback in its journey in China.

Image Source: Apple China's official website

Starting price of 29,999 yuan, the domestic version of Vision Pro faces a cold start.

Actually, before the pre-sale of the domestic version of Apple Vision Pro, the market response was not as enthusiastic as expected. A media survey showed that 78% of netizens said they would not buy it; about 13% said they would try it first and make a decision later; and about 9% said they must buy it.

In fact, this result was also predictable.

First, from the perspective of price, its high pricing has already deterred many people. After all, a starting price of 29,999 yuan is a considerable expense for ordinary consumers. Especially in the current consumer environment, consumers are more cautious about large expenditures.

At the same time, there are already many competitors in the market offering more affordable head-mounted displays. For example, the popular Meta Quest 3 is priced at only 499 US dollars, and manufacturers such as PICO, Sony, HTC, XPERIA, OPPO, and others are also actively launching XR products. These products compete fiercely with Vision Pro in terms of price, performance, and user experience, greatly reducing Vision Pro's attractiveness in the market.

Second, from the perspective of Apple's market strategy and product experience, it has not fully won over consumers.

Let's start with Apple's free trial strategy. Although Apple provides a free trial opportunity for Vision Pro, consumers can experience the product in Apple Store retail stores before purchasing. Although this helps consumers better understand the product, it also makes some consumers choose to try it first before deciding whether to buy, thus reducing sales during the pre-sale period.

Furthermore, the current price of Vision Pro in the second-hand market is much lower than the original price, and there has even been a sharp drop. The Chinese version with the same configuration is priced as high as 29999 yuan, and the price difference between the two is even close to the price of an iPhone 15 Pro Max. This has led some consumers to choose to purchase second-hand products instead of new ones at the original price, further affecting the sales of the Chinese version of Vision Pro.

At the same time, the leasing market has also become active again as the Chinese version is about to be launched. Some operators who provide related experiential services have reported a significant increase in the number of visitors and a decrease in rental prices after learning about the news of China Travel.

Finally, from a user experience perspective, "eye tracking and gesture tracking are relatively smooth and natural, with high image resolution and good sound effects. However, Dai Jiu feels that they are too heavy and not suitable for carrying when going out, because the head display and battery are both large and heavy, and the battery life is only two hours." Another user said, "In actual testing, wearing a head display for less than 20 minutes can cause headaches and facial pain. Only by making the head display lighter can it be popularized.".

Recently, Guo Minggui, an analyst at Nippon Wind International Securities, also stated on social media, "My observation is that many people (including my own experience) buy Vision Pro and use it a few times before it becomes useless." This view also reflects to some extent the market's indifferent attitude towards Vision Pro.

It can be said that the Chinese version of Apple Vision Pro's market downturn is not accidental. The high pricing, fierce market competition, inadequate market strategy and product experience have all led to poor sales. For Apple, how to adjust its strategy and enhance product competitiveness in the future will be an important challenge.

Chinese version of Vision Pro and American version

What are the differences?

So, what are the differences between the Chinese version of Vision Pro and the American version? From the packaging alone, there is no difference between the American and Chinese versions, including the same accessories in the box, including two headbands, a battery, a set of chargers, and a mirror wiping cloth.

But there are also many changes in the details.

Firstly, in terms of the system, the Chinese version is equipped with Vision OS 1.2 upon leaving the factory. The biggest update of this version is its support for multiple languages, especially Chinese. This means that both voice prompts and text displays will be presented in Chinese, which is very friendly for domestic users.

Secondly, in terms of content services, the name of the Chinese version of Apple TV has been changed to video, and the internal video source has been replaced with local resources, which means that users can import local videos from their own computers for viewing. However, it should be noted that the content of Apple TV+streaming cannot be viewed under Apple ID in China, which may affect some users who wish to experience immersive video content. Will these contents enter the domestic market in the future? It may take some time to wait.

In terms of application ecosystem, the App Store in the national region has been launched, and the available apps in the national region can basically cover daily usage needs. However, compared to the US version, the Chinese App Store lacks some services, such as the Apple Arcade gaming option. Currently, all games that support the Vision OS native space can only be played by subscribing to the Apple Arcade, so there are very few games in the App Store in China, so the selection of games may be limited to some extent.

In terms of warranty services, the Chinese version can enjoy official warranty services in China, which is a very convenient service. After all, the American version requires contacting Apple through the official website or mailing method for warranty, which is very inconvenient for domestic users.

In addition, except for apps that are already compatible with Vision OS, there are currently no compatible apps such as WeChat and QQ, but they can also be downloaded. However, there are still some differences compared to apps in the native version of Vision OS, such as WeChat. If you want to scan and log in, you need to first project the screen to another screen, and then scan the QR code on the screen with your phone. Although the experience is not as good, it can still be used.

It can be seen that when Apple launched the Chinese version of Vision Pro, they were still making efforts to optimize and localize it for Chinese users. These changes have made the Chinese version of Vision Pro more in line with the needs and usage habits of domestic users.

Although facing a cold reception, new business opportunities are quietly emerging

As many domestic Internet giants have launched the exclusive application of Vision Pro, such as Taobao, Weibo, DingTalk, TikTok, Dawu, China Merchants Bank, Gaode Map, Ctrip Vision, Migu Video, etc., this advanced XR device is gradually integrated into our daily life. Among them, e-commerce shopping is one of the highly anticipated scenarios where Vision Pro may be frequently used by users.

After all, the penetration rate of the Chinese e-commerce market exceeds 30%, ranking among the top in the world. Taking Taobao as an example, its vast brand merchants and consumer base, as well as the rich content of billions of products, have brought users an immersive "shopping" experience, which is precisely the unique advantage that Vision Pro values. E-commerce is not only an important scene for commercial implementation, but also a stage for Vision Pro to showcase its value.

Through Vision Pro, users can easily zoom in and out of products, and even choose a 1:1 ratio to simulate the size of items in the real world, thereby more accurately determining whether the size and style of the products are suitable for themselves. In addition, users can also open product models, such as inside the refrigerator, for 360 degree rotation to view and compare details. These innovative features not only solve the various inconveniences of traditional shopping, but also bring unprecedented shopping experiences to users.

Although WeChat has not yet launched the Vision Pro version, we can imagine how the combination of WeChat and Vision Pro will bring users a stunning social experience. Whether it is video calling, or functions such as the circle of friends, official account, etc., will be presented in a new way, making users feel as if they are in a more real and vivid social world.

Tencent's profound strength in the gaming industry cannot be underestimated. Once Tencent games can log in to Vision Pro, it will greatly increase the purchasing desire of those who don't need money. For example, if the popular game "King of Glory" can be launched on the Guoxing Vision Pro, with the hybrid reality technology of Vision Pro, combined with eye and hand tracking technology, it will undoubtedly bring players new gameplay and unprecedented immersion.

It is reported that Tiktok VR live broadcast, Kwai VP version, Weibo and other applications will also be officially launched on the launch day of the Bank of China version of Vision Pro. The launch of these popular applications may bring us a more diverse and immersive experience.

In addition, according to the latest news, Apple may no longer pursue the high-end route for the follow-up products of Apple Vision Pro, and it is said to have suspended the development of high-end versions and instead focused on models with higher cost-effectiveness.

So, let's give Apple some time.