Apple announced that it will hold the Apple Worldwide Developers Conference (WWDC 2023) from June 6th to 10th, Beijing time. Although the conference will be held online, the company will hold the Apple Park (Apple Park) ) host a special event for special guests.
Every Apple event will have a special artwork (invitation letter) to promote, what does the artwork of WWDC 2023 mean? Plenty of predictions and leaks point to the rumored XR headset.
Apple analyst Ming-Chi Kuo tweeted today that the mass production plan of Apple’s mixed reality headsets has been delayed by 1-2 months to the middle and late third quarters, so it may not appear at the WWDC 2023 Developer Conference as scheduled.
He pointed out that due to the delay in mass production, this product is expected to ship only 200,000 to 300,000 units this year, which is lower than the market forecast of 500,000 or more. It is worth mentioning that he predicts that the price of this product will reach 3,000-4,000 US dollars or more (IT Home Note: Currently about 20670~27560 yuan).
Apple is not very optimistic about the launch of AR / MR headsets, which can reproduce the blockbuster "iPhone moment", so the assembly and mass production schedule has been postponed again by 1-2 months to the middle and late stages of 23Q3, which is also for the Whether the new device can be unveiled at WWDC 2023 as the market expects has added variables. It is also due to the delayed assembly and mass production schedule, so this year's shipments are only 200,000-300,000 units, which is lower than the market consensus of 500,000 units or more. Apple is not very optimistic about the market's reaction to the AR / MR headset conference. The main concerns include the economic downturn, the compromise of some hardware specifications (such as weight) in pursuit of mass production, the degree of ecological and application readiness, and the high price (3,000 -$4,000 or more) etc.
Although he believes that the product will be shipped in limited quantities, it does not appear that the product is initially aimed at profitability. Gurman previously stated that Apple’s first AR/VR headset was not for profit, but to strengthen the company’s market position and establish a solid foothold in the AR/VR market.