According to the news, Apple will officially mass-produce the first generation of MR (mixed reality) product Vision Pro in December this year, and is expected to be the first to go on sale in the United States in early 2024, after which it will land in the UK and Canada.。The first batch of stock is about 400,000 units, with a sales target of 1 million units in 2024 and 10 million units in the third year.。

"Fruit chain" big turn: mainland China "really fragrant"？

Unlike the iPhone 15 series, Vision Pro's mainland China supply chain ratio has increased significantly to about 60%, which shows that Apple may have decided to return to the arms of the mainland China supply chain.。

Over the past few years, the Chinese supply chain has been an important partner for Apple, providing it with a range of high-quality products and components.。However, Apple has been shifting some of its industrial chain to other places overseas, such as the planned relocation of a large number of iPhone production capacity to India, which has gradually shrunk the supply of components in mainland China - accounting for only 2% of the iPhone 15 Pro Max models.。

In the supply chain of Vision Pro, the proportion of mainland Chinese enterprises has increased significantly, which will undoubtedly further enhance the position of mainland China in the global consumer electronics supply chain.。

It has been reported that one of the key factors for Chinese supply chain companies to gain Apple's "favor" is their flexibility and strength in the development phase of Vision Pro.。Vision Pro's hardware costs are said to be around $1,700, and for Apple, expanding its supply chain in mainland China will not only help improve product quality and reduce costs, but also make better use of China's local resources and productivity to better match market demand.。

Moreover, mainland Chinese supply chain companies are also accelerating the integration of non-mainland "fruit chain" factories.。In August 2023, BYD announced the acquisition of Jabil's manufacturing operations in Chengdu and Wuxi, which are important members of the "fruit chain."。In 2020, Lance Technology also acquired part of Taiwan's Kecheng Technology, which is also a supplier of iPhone metal cases.。

People familiar with the matter said: "At present, the highest proportion of the mainland supply chain is the leading puzzle, the value of a single machine reached about 250-300 U.S. dollars, exclusive supply of heat dissipation modules and headbands, eye masks and nose pads."。The second is Lixun Precision, an exclusive OEM assembly with a value of around $150-200.。"

Vision Pro starts a new cycle of consumer electronics

Since the beginning of this year, global consumer electronics market demand has gradually recovered。Market research firm Canalys reports that the global smartphone market is showing initial signs of recovery in 2023 after a sharp decline of 12% in 2022。

The agency also expects smartphone shipments to reach 11 in 2023..300 million units, which is expected to grow by 4% in 2024 to 11.700 million units。by 2027, or up to 12.500 million units, 2 in five years (2023-2027).6% CAGR。

When the first generation of Vision Pro is about to go into production, Apple's supply chain has begun to prepare the production plan for the second generation of Vision Pro。

According to people familiar with the matter, the second-generation Vision Pro will launch four models, two of which have been identified - one also for the high-end market, the other is a generation of affordable version, its BOM (bill of materials) costs will be compressed to 50% of the generation.。

According to the schedule, the second-generation Vision Pro will start proofing in the second quarter of 2024 and will be available as soon as the second half of 2025.。At the same time, AR glasses are also in the development of Apple。

On November 28, Apple held the "Apple Vision Pro Developer Lab" event in Shanghai, where developers can experience visionOS, iPadOS or iOS applications running on Apple Vision Pro.。After the introduction of XR (Extended Reality) technology, 2 million applications on iOS are automatically transferred to the App Store of visionOS, which is of great benefit to users and developers.。

At the moment, the XR head is highly valued by Apple.。Apple CEO Tim Cook has repeatedly said that AR (augmented reality) technology will subvert the human way of life and become an indispensable new tool in human life.。According to the news, Apple has invested heavily in the establishment of the VPG (Vision Products Group) division, which is responsible for the development of head-display equipment.。

It's hard to avoid that while the first-generation Vision Pro is technically stunning four-seater, the $3,499 price has put many consumers off, three times the price of Meta's highest-order Quest Pro.。Therefore, if you want to open the XR device market, "parity" is a path that Apple has to take.。

A few days ago, foreign media reported that Apple may launch a "low-cost version" of Vision Pro, priced at $1,500-2,500, down 28% from a generation..55% -57.13%, but how exactly will have to be broken down by Apple。

Today, Apple's Vision Pro will also be one of the milestones in the development of consumer electronics。Looking ahead to the market, with the first generation of Vision Pro into mass production, the second generation of new products announced, the consumer electronics market is expected to usher in further growth, Apple's industry chain of related companies or will continue to earn。