Apple is set to launch its Vision Pro headset in China later this year, according to CEO Tim Cook. This announcement was made during Cook’s visit to China, where he also toured a new Apple store in Shanghai and attended the China Development Forum in Beijing. The company’s virtual and augmented reality headset first hit the U.S. market in February, with a starting price of $3,500.
In China, Apple will be entering a competitive market, facing off against local headset players such as Pico, which is owned by ByteDance, the parent company of TikTok. Despite challenges such as consumer caution over spending and increased competition from Huawei in the smartphone market, Cook expressed confidence in Apple’s commitment to the Chinese market.
During his visit, Cook expressed his admiration for China, stating “I love China, I love being here, I love the people and the culture.” This sentiment reflects Apple’s long-standing presence in the country and its dedication to serving Chinese consumers.
Despite Cook’s positive remarks, Apple has faced obstacles in the Chinese market, including a nearly 13% decline in sales in the greater China region during the December quarter. This decline can be attributed to various factors, including consumer preferences, market competition, and economic conditions.
With the upcoming launch of the Vision Pro headset in China, Apple aims to strengthen its position in the country’s tech market. By competing with local players and showcasing its innovative products, Apple is poised to continue its presence in China and connect with Chinese consumers. Tim Cook’s visit and announcement underscore Apple’s commitment to serving the Chinese market and embracing the opportunities and challenges it presents.