Sina Technology News in the morning of March 27th Beijing time, Apple columnist Mark Gurman wrote that because Apple wants the hybrid reality project to follow a path similar to that of a smartwatch, it may take several years for the project to pay off.
Last week, there was a big party at Apple's headquarters, where about 100 executives gathered at the Steve Jobs Theater at Apple's Cupertino, Calif., headquarters. This group of people, known as Top 100s, are tasked with witnessing Apple's most important new product in recent years: mixed reality.
The demonstration of the Top 100 marks an important milestone ahead of the device's public release in June this year. For Apple's mixed reality team, this is an opportunity to win the approval of internal leaders to fully showcase this new generation of major platform launched outside of iPhone, iPad, Mac and Apple Watch.
This is not the first time the Top 100 has seen mixed reality. As the team behind the product, Apple's technology development group has been showing the product carefully to the company's top decision makers every year since 2018.
This demonstration is different from the past. The previous presentation was low-key, just showing progress to make sure there were enough people to move forward with the project. The latest demonstration took place at the Steve Jobs Theater, Apple's largest venue, enough to show that a public release is getting closer and closer.
But many executives are well aware of the challenges Apple faces in entering this new market.
But many executives are well aware of the challenges Apple faces in entering this new market.
With a starting price of $3000, a lack of killer applications and a replacement of external batteries every few hours, testers also found the design uncomfortable; its initial media content was limited.
With a starting price of $3000, a lack of killer applications and a replacement of external batteries every few hours, testers also found the design uncomfortable; its initial media content was limited.
With these issues in mind, Apple executives chose a more realistic expectation: hybrid reality is unlikely to become a fashion as soon as it is released, but is likely to follow a similar path to the Apple Watch.
According to the best expectations, mixed reality will probably achieve a similar effect. Sales of the first generation of hybrid reality may be insignificant compared with Apple's existing products, but it could still make Apple the leader in the hybrid reality market within a few months. However, this is only a further indication that the current market is not hot.
According to the best expectations, mixed reality will probably achieve a similar effect. Sales of the first generation of hybrid reality may be insignificant compared with Apple's existing products, but it could still make Apple the leader in the hybrid reality market within a few months. However, this is only a further indication that the current market is not hot.
Apple believes that the Reality Pro and Reality One hybrid reality headsets will sell about 1 million units in their first year on the market. At a price of $3000, it is expected to generate revenue of $3 billion. But the initial profit is almost negligible, after all, the device uses extremely high cost of accessories, and Apple will not deliberately pursue profit margins in the early days.
Apple believes that the Reality Pro and Reality One hybrid reality headsets will sell about 1 million units in their first year on the market. At a price of $3000, it is expected to generate revenue of $3 billion. But the initial profit is almost negligible, after all, the device uses extremely high cost of accessories, and Apple will not deliberately pursue profit margins in the early days.
Can Apple's hybrid reality, which has lasted for nearly eight years and cost nearly billions of dollars, achieve a similar success? All this remains to be answered over time.
Responsible editor: Liu Liangliang
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