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Apple Vision Pro starts shipping at higher prices in China than in the US
The Apple Vision Pro mixed-reality headset will go on sale on June 28, 2024 at the Apple flagship store in Hangzhou, Zhejiang Province, China.
Vcg | Visual China Group | Getty Images
HANGZHOU, China – Apple‘s mixed-reality headset shipped in China on Friday with a retail price about 18% higher than in the US.
The device starts at 29,999 yuan, or $4,128, in China, compared to a retail price of $3,500 in the US.
When asked by CNBC, a customer named Chen in Beijing said his suggestion to Apple CEO Tim Cook was to make Vision Pro cheaper by about 10,000 yuan, or $1,376. The customer, who did not share his first name due to concerns about speaking to foreign media, said many people in China may prefer to buy a second-hand Vision Pro because of the discounted price typically offered when purchasing from non-Apple sellers.
Many of the most popular posts about the device on Chinese social media platform Weibo on Friday focused on the hashtag “is it worth paying for the Chinese version of Vision Pro,” according to a translation from CNBC.
CNBC has contacted Apple for comment.
Greater China accounted for about 18% of Apple’s revenue in the three months ended March 30, according to an Apple filing.
Over the past year, Apple has faced increasing competition from Huawei devices and other domestic brands amid increased focus on national security.
Chen had pre-ordered his Vision Pro and was at a major store in Beijing to pick it up and get some training on how to use it.
Retailers told CNBC that all half-hour Friday workouts for Vision Pro preorders were fully booked at Apple stores in Beijing – from 8 a.m. to 10 p.m.
Chinese companies such as Tencent, Alibaba and JD.com have launched Vision Pro versions of their apps for shopping, playing games and watching videos.
