MR Mixed Reality is a technology that combines virtual reality VR and augmented reality AR to provide users with a more immersive experience. With the advancement of technology and the expansion of application scenarios, the MR Mixed Reality industry is in a stage of rapid development.
In the early morning of June 6th, Beijing time, Apple released its first MR head-mounted device Vision Pro at the WWDC developer conference, priced at USD 3,499 (about CNY 25 thousand). It is like a diving goggle headset, which is equipped with 2 chips, screens with 23 million pixels, and 12 cameras, allowing users to "seamlessly" integrate the real world and the digital world.
The application scenarios of MR Mixed Reality continue to expand. At present, it is mainly used in games, education, film and television, medical care, real estate, cultural tourism and other fields. With the continuous development of technology, MR Mixed Reality is also expected to be applied in more fields, such as industrial manufacturing, military training, etc. According to the data of the market survey agency, the global MR Mixed Reality market size is about USD 2.50 billion in 2020, and it is expected to reach USD 18 billion by 2025, with an average annual compound growth rate of more than 40%.
Apple Vision Pro is a full-performance product. Two Micro OLED screens with single-eye resolutions of more than 4k and a refresh rate of 120Hz have better quality than all the XR device screens that have been launched. At the same time, it can also achieve a "two-way perspective", connecting the virtual world and the physical world. What's more, this product can perform intuitive interaction by tracking eye movement, voice, and gesture, greatly increasing the convenience of the product. However, this product also has defects such as not being lightweight, having short external battery life and software ecology waiting to be built.
According to Apple's earnings report for the first quarter of 2023, EqualOcean found that Apple's revenue fell by 5.5% year-on-year during this period, which was the first quarterly negative growth in four years. At the same time, Net Profit also fell far more than revenue, down 13.4% year-on-year. Apple's overall product revenue fell 7.7% year-on-year. In the cold winter of global consumer electronics, Apple needs Vision Pro to form a new sales pillar.
Apple's release of MR products has attracted widespread attention around the world, but the domestic XR brands are still competitive. ByteDance's (字节跳动) PICO, HTC, TOKOTAKA, DPVR (大朋VR), and other brands, compared to Apple Vision Pro, although the experience effect is slightly inferior, there is a certain advantage in price.