Apple’s much-anticipated augmented reality (AR) device, the Vision Pro, officially launched in China on Friday, marking a significant milestone as one of the first countries outside the US to receive the product. Chinese consumers have shown a strong interest, reflecting the country’s growing enthusiasm for cutting-edge technology.
In a bid to capture the Chinese market amid stiff local competition, Apple has introduced various promotions. Industry observers highlight China’s importance as the world’s second-largest economy, stressing that minimizing political disruptions could further enhance US companies’ prospects in the region.
According to Apple’s official website, the Vision Pro is priced between 29,999 yuan ($4,130) and 32,999 yuan, depending on the storage capacity. At the Beijing Sanlitun Apple Store, reservations are required to try the product, with slots already booked until early July.
Global Times reporters observed customers testing the device on the store’s second floor, with some waiting to pick up their orders. A young buyer named Liu mentioned that he ordered the headset on June 14 and picked it up after a two-week wait, paying 32,999 yuan for the one-terabyte model. “I am a loyal fan of Apple products, and I want to test different products, although the price is a little bit high,” Liu said.
Store staff members have been seen applauding customers upon receiving their headsets, a gesture that has added to the product’s warm reception. Viral online images also show enthusiastic crowds at another Apple Store in Beijing’s Wangfujing area.
Zhou Mi, a senior research fellow at the Chinese Academy of International Trade and Economic Cooperation, commented on the product’s warm reception: “The Chinese market is attractive to many cutting-edge businesses, as Chinese consumers are very willing to try new things. Such a warm welcome by Chinese customers could also help companies improve their technology.”
Apple’s Vision Pro represents a significant step in the company’s AR market ambitions, and its launch in China underscores Apple’s confidence in the market. The company faces increasing competition from domestic brands like Huawei, which has recently surged in shipments.
In the first quarter of this year, Apple’s iPhone did not make the top five in terms of shipments, while Huawei ranked third with a 118.8 percent increase. To regain market share, Apple launched a major promotion campaign with steep iPhone discounts during the June 18 shopping festival, leading to over 1.5 billion yuan in turnover on Tmall within the first hour.
Zhou emphasized that American companies are keen on capitalizing on China’s high-quality development opportunities. He noted that “decoupling” with China, as suggested by some politicians, is unlikely. “Without their disruption, the prospects for US companies in China could be brighter,” he said.
In line with this sentiment, Federal Express announced two new flights to the US from Qingdao and Xiamen on Friday, alongside plans to establish international gateway facilities to enhance operational and clearance efficiency, catering to the rising business and trade demands of local customers.