The gloomy economic situation and uncertainty about demand led Apple to delay the launch of a device that was expected to cost several thousand dollars.
According to analyst Ming-Chi Kuo, the mixed-reality headset could be delayed by 1-2 months, making it unlikely to be available at the WWDC 2023 event, taking place in June. next.
On March 30, Mr. Kuo wrote on Twitter that Apple is not optimistic about the MR glass project, as it has lasted for many years. Previously, the company had hoped the device would deliver an “incredible iPhone moment,” a reference to the product being well-received by users.
In addition, the production schedule of MR glasses may be delayed until the end of the third quarter, with the mass assembly schedule moving 1-2 months more than originally planned.
“Because Apple is not very optimistic about the announcement of AR / MR headsets, the mass production schedule has been delayed 1-2 months, possibly starting from the middle to the end of the third quarter. The delay also adds to worries about whether the new device will appear at WWDC 2023 as the market expects,” Ming-Chi Kuo wrote on Twitter.
However, in the past, Apple has teased a number of new products just a few months before they were released. In particular, the Apple Watch was first introduced in September 2014, but it was not released until April 2015.
Currently, analyst Ming-Chi Kuo said that Apple’s main concerns are the economic downturn, the ecosystem and uncertain user demand, while the device has a high price. Kuo predicts Apple will price the glasses at $3,000-4,000, possibly even higher.
In addition, Apple is also expected to sell at most 300,000 glasses in 2023.
Earlier, on March 26, Bloomberg reported that senior Apple executives predicted one million MR glasses would be sold in the first year. The device’s expected name is “Reality Pro” or “Reality One”.
Like the Apple Watch, the US tech giant wants mixed reality glasses to grow from a small part of its business, and then expand into a “hub” in the ecosystem.