The selling price is about 25000 yuan! The Apple MR headset is here! Disrupting the XR industry? What investment opportunities will it bring? Apple | VisionPro | MR

Release time:Apr 13, 2024 20:44 PM

"Vision Pro represents the beginning of a new journey," said Apple CEO Tim Cook at the 2023 Global Developers Conference held by Apple in the early hours of June 6th.

Screenshot of Apple's 2023 Global Developers Conference. This year, Apple's Global Developers Conference has attracted much attention. At this conference, Apple officially released the hybrid reality headset device "Apple Vision Pro", which is expected to go on sale in early 2024 and is priced at $3499.

If the previous releases of Apple's Mac, iPhone and other products were all groundbreaking products that led the transformation of the entire industry, can Apple's MR headset once again overturn the industry? What investment opportunities will this bring?

Apple's "New Era"

The selling price is about 25000 yuan! The Apple MR headset is here! Disrupting the XR industry? What investment opportunities will it bring? Apple | VisionPro | MR

In the movie "Number One Player", the protagonists wear a "VR glasses" to enter a virtual world called "Oasis", where they can experience various games and embark on a "second life".

At Apple's 2023 Global Developers Conference, the MR headset Vision Pro officially released by Apple bears some resemblance to the VR glasses in Player One, indicating that a brand new virtual world is about to emerge in front of consumers.

Screenshot of Apple's 2023 Global Developers Conference, with the theme of "Code Out the New Universe". For Apple, the company has been conducting research and development for over 7 years in order to develop the "interface" of this "new universe" - Vision Pro.

It is understood that Vision Pro belongs to mixed reality devices, which cover virtual reality and augmented reality, allowing consumers to immerse themselves in high-definition virtual worlds. According to Cook, Vision Pro has pioneered a new type of computing device that can integrate digital content into the real world and achieve augmented reality. This is the first Apple product that is "invisible but transparent".

When using Vision Pro, users can use various applications in a completely new way, including videos, games, and more. Cook said, "You can watch, listen to digital content, and interact with it, just like they exist in the real world."

Screenshot of Apple's 2023 Global Developers Conference: "Control Vision Pro with our innate intuitive tools: eyes, hands, and voice. With Vision Pro, you can break free from the limitations of your monitor, turning the space around you into an endless canvas. You can use the app anywhere and adjust its size freely. You can take photos and videos, making every unforgettable moment vividly reproduced in a new way," Cook said.

It is understood that the Apple Vision Pro will be available for sale in early 2024, with an official starting price of $3499. In terms of lenses, Apple will collaborate with Zeiss, while in terms of content ecology, Apple will collaborate with Disney to launch some content, and Disney+will be launched on Vision Pro.

"Just like Mac takes us into the era of personal computing, iPhone takes us into the era of mobile computing, and Apple Vision Pro takes us into the era of spatial computing," Cook said.

Or it may disrupt the XR industry

According to Counterpoint's report, the shipment volume of XR headsets in China exceeded 1.1 million units in 2022. Among them, VR remains the dominant player in the XR market, accounting for over 95% of total shipments in 2022. At present, Pico ranks first in the domestic market with a market share of 43%; Next is Dapeng VR, with a market share of 36%; IQiyi, HTC, and NOLO have market shares of 9%, 5%, and 2%, respectively.

If the emergence of Mac has overturned the computer industry and iPhone has overturned the mobile phone industry, then the emergence of Apple Vision Pro may also bring certain disruptions to the market competition pattern of XR industry. However, it is worth noting that the current market price range for XR head display products is in the thousands of yuan, while the starting price of Apple's Vision Pro is equivalent to about 25000 yuan, indicating that Apple initially targeted the high-end market and may form a mismatch competition with the aforementioned brands.

In addition, Apple has never been fighting alone, and the launch of each product will drive the development of related Apple industry chain enterprises, which also has this driving effect on other mobile phone manufacturers. Just like in January 2018, vivo released the world's first off screen fingerprint phone X20 Plus, leading the global transformation of off screen fingerprint phones. By the end of 2019, the penetration rate of off screen fingerprint phones in China reached 42%, and Huiding Technology achieved a significant increase of 163% in stock price in 2019.

So from an investment perspective, what industry opportunities will the emergence of Apple Vision Pro bring? It is understood that optical and display modules have a relatively high value in XR machines, and the maturity of technology directly affects the user experience. In terms of optical modules, the folding optical path Pancake has a lower weight and a thicker bottom; In terms of display modules, Micro OLED combines advantages such as high PPI, small size, and low power consumption, and is expected to become a mainstream solution in the future.

According to a research report by Guojin Securities, it is recommended to actively pay attention to equipment suppliers and component suppliers.

According to a research report from Huatai Securities, the Apple MR headset will run most of Apple's flagship iPad applications, including Books, Camera, FaceTime, Maps, and Messages. In addition, hundreds of thousands of third-party iPad applications will be compatible with it upon release, focusing on office collaboration, fitness meditation, and gaming entertainment. The release of Apple MR is expected to innovate interactive forms or catalyze investment opportunities in the content sector.

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