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對產品沒信心?蘋果將MR頭顯銷量預期下調三分之二
uSMART盈立智投 05-19 14:41

蘋果的內部預測顯示,隨着該公司在後續版本中改進MR頭顯的功能並降低價格,它最終所帶來的變革程度有可能與iPad或Apple Watch齊平。該產品可能每年會爲蘋果貢獻超過250億美元的收入。

當地時間5月18日週四,據彭博援引知情人士報道,蘋果公司已將其期待已久的混合現實(MR)頭顯的銷售預期下調了約三分之二。

報道指出,蘋果最初希望每年銷售約300萬臺,但現在已將銷售預期削減至約100萬臺,隨後又下調至了90萬臺。相比之下,蘋果每年iPhone手機的銷售量超過了2億部。

MR頭顯可以在現實世界的視圖上疊加數字對象,人們普遍預計它將成爲蘋果的下一個主要產品。蘋果將於6月5日舉行全球開發者大會,預計將在會上展示該款頭顯,最早要到秋天才能向大多數用戶進行交付。在過去多年時間,蘋果團隊一直潛心研發,並且多次推遲了發佈時間。

彭博今年2月曾報道,這款頭顯預計售價高達3000美元左右,是Meta Platforms最昂貴的Quest Pro頭顯售價的三倍。

雖然下調了銷售預期,但蘋果的內部預測顯示,隨着該公司在後續版本中改進MR頭顯的功能並降低價格,它最終所帶來的變革程度有可能與iPad或Apple Watch齊平。該產品可能每年會爲蘋果貢獻超過250億美元的收入。

彭博認爲,與其他VR頭顯製造商一樣,蘋果也未能解決一些核心技術問題。雖然蘋果希望對部分功能進行改進,但這些功能不如公司最初設想的那麼先進,比如充當外部Mac的顯示設備和進行多人視頻通話。

與此同時,蘋果一名前任營銷高管給這個硬件“澆了一盆涼水”。曾經負責蘋果市場營銷工作的前任高管邁克爾·加滕伯格(Michael Gartenberg)表示,蘋果增強現實頭顯可能成爲有史以來最糟糕的科技產品之一。

加滕伯格指出,蘋果這一頭戴設備是一個高風險的“賭博”,最重要的原因是競爭對手推出的類似產品沒什麼市場。目前,包括 Magic Leap 以及微軟公司均銷售增強現實頭戴設備,但是銷量相當平庸。據透露,蘋果一些員工也對這一產品憂心忡忡。

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