3月27日消息，彭博社的马克・古尔曼（Mark Gurman）在最新“Power On”时事通讯中表示，苹果的首款AR/VR头显售价为3000美元（当前约20610元人民币），预估2023年的出货量为100万台，总营收在30亿美元（当前约206.1 亿元人民币）左右。
苹果预估这款头显的首年销量为100万台，上市之后可能被称为Reality Pro或Reality One。
Gurman还将AR头戴设备与Apple Watch进行了比较，但他认为很难证明这种比较是合理的。在苹果公司发布其首款智能手表之前，可穿戴设备行业的规模为100亿美元，而现在，在最新的财年，该行业的规模达到了412亿美元。Apple Watch成功的一个原因是它被纳入了该公司的家用和配件类别，其他产品包括AirPods、Apple TV模型、表带等。
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March 27, Bloomberg’s Mark Gurman said in the latest “Power On” newsletter that Apple’s first AR/VR headset will cost $3,000 (currently about $20,610) and is expected to ship 1 million units in 2023. Total revenue is around $3 billion (currently about RMB 20.61 billion).
Gurman said in the article that Apple’s first AR/VR headset was not launched for profit, but to consolidate the company’s market position and establish a solid foothold in the AR/VR market.
The article reads in part:
Apple predicts that the headset will sell 1 million units in its first year and may be called Reality Pro or Reality One after its launch.
At a price of $3,000, that would mean $3 billion in revenue. The various components of Apple’s headset are very expensive, with little to no initial profit, and Apple does not need to pursue traditional profit margins in this emerging market just yet.
However, Gurman still labeled Apple’s first headset as “dud” (no value), arguing that this first model is expensive and the current AR/VR market is not mature enough to have many consumers accept such a product.
Apple’s second model is also said to be cheaper, so perhaps the company’s customer base will increase.
“In terms of sales, the first version will seem worthless compared to the company’s existing offerings. It could still potentially make Apple the market leader in mixed reality for a few months, but that’s just a sign of the current market weakness.”
Gurman also compared the AR headset to the Apple Watch, but he found it difficult to justify the comparison. Before Apple released its first smartwatch, the wearables industry was $10 billion, and now, in its latest fiscal year, it is $41.2 billion. one reason for the Apple Watch’s success is its inclusion in the company’s home and accessories category, where other products include AirPods, Apple TV models, watch bands and more.
As a standalone product, the AR headset is expected to earn $3 billion in revenue by 2023, which isn’t a bad start, but the gap is sky-high compared to other Apple-branded devices. However, a second generation product could change market acceptance, especially given Apple’s impressive software synergies with other products.