A division of TrendForce pointed out in its latest report that Apple’s upcoming first mixed reality (MR) headset is mainly aimed at developers and its shipments this year may not exceed 100,000 units.
TrendForce said that there are many factors limiting the sales volume of this headset this year, including the high price, difficult production and limited developers in the initial stage.
The report is as follows:
While Apple's headset may spur some new demand in the AR/VR category, the device's high price tag, believed to be more than $3,000, presents a major hurdle in enticing consumers to buy.In January 2022, Apple disclosed to suppliers that it estimated that the sales volume of the first headset in the first year would be 7-10 million units; Apple then lowered it to 3 million units.
Kuo said in August last year that the headset will ship no more than 1.5 million units in 2023; Bloomberg’s Mark Gurman said the headset will ship no more than 900,000 units this year; In December last year, it was revised down again to “less than 500,000 units”.
Mark Gurman also hypothesizes that Apple might only sell one headset per retail store per day, which equates to annual sales of just over 180,000 units. TrendForce estimates just under 100,000 units, the lowest estimate for Apple’s headset shipments to date.
