As the Apple Vision Pro debuted on the market in 2024, it quickly captures a 5% share, making it the third-largest player in the VR/MR segment, as noted by TrendForce. However, Apple Vision Pro’s sales in China have reportedly fallen short of expectations, while AR glasses are thriving.
According to a report from Yicai Global, sales of consumer-grade AR glasses in China are projected to reach 284,000 units in 2024, with total revenue expected to hit 700 million RMB (roughly USD 96 million). On the other hand, Vision Pro is estimated to get merely 10,000 units sold in the Chinese market, the report adds.
Vision Pro Cools Down; AR Glasses Heat Up
How could that be? The Yicai Global report notes that though Apple’s Vision Pro aims for perfection, its high pricing (starting at 29,999 RMB in China), bulky design, and a lack of content ecosystem have deterred buyers.
Meanwhile, AR glasses sales reportedly surged in China lately, particularly in November. As per the report, this is driven by strong e-commerce promotions and proactive efforts from AR device makers. Platforms like JD.com and Douyin offered discounts, while government subsidies further lowered costs, sparking consumer interest, the report suggests.
Citing Hongwei Li, founder and CEO of Thunderbird Innovation, the Yicai Global report notes that Vision Pro is more like an MR (Mixed Reality) product, which is designed to deliver an ultimate experience, not something meant for continuous use over 10 or 24 hours. AR, on the other hand, is more like a smartphone—a universal computing platform that is designed for extended use, he said.
According to the report, unlike the MR market, which is dominated by major tech companies like Meta, Sony, Apple, and ByteDance, the AR glasses market in China is led by emerging domestic brands such as Xreal, Rokid, and Thunderbird.
This is partly because split-design AR glasses launched by these companies are simpler than VR/MR products, with core components mainly consisting of optical modules and displays, reducing the technical and financial barriers to entry, the report indicates.
Additionally, as per the report, China’s AR glasses supply chain is largely supported by domestic manufacturers, giving local brands an edge in network integration and cost optimization.
According to TrendForce, Meta retains its position as the global leader in VR and MR device shipments with a 73% market share in 2024, followed by Sony’s PS VR2 (9%) and Apple Vision Pro (5%).
AI-enabled Smart Glasses Account for Less than 20% of China’s market
Notably, a wave of AI integration has reportedly swept through the smart glasses market in China lately. According to Yicai, since September 2024, AR brands like Thunderbird Innovation, Rokid, iFlytek, and Baidu, along with eyewear brands such as Boshi and LOHO, as well as major AI model developers, have joined the smart glasses race in China.
The report points out that split-design AR glasses have emerged as a key growth driver in China in 2024, which enables better movie-watching and gaming experiences.
Another trend is the integration of generative AI. In 2024, AI-enabled smart glasses account for less than 20% of China’s market, according to Yicai. As the current AI features rely on voice commands and smartphone computing power, there is significant room for improvement in environmental sensing, real-time information delivery, and human-machine interaction, the report adds.
More Insights from TrendForce in CES 2025
TrendForce Senior Research Vice President Eric Chiou will deliver a presentation titled Future Vision: VR/MR Devices Driving Near-Eye Display Advancements at the TrendForce Roadshow CES. The seminar will take place on January 8, 2025, at the Renaissance Las Vegas Hotel, USA.
The event will also feature in-depth discussions on pivotal industry topics, including the memory industry, NAND market update, foundry, and AI Server. Please check the event’s official website for more details. We look forward to welcoming you at CES 2025!
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(Photo credit: Thunderbird Innovation/ RayNeo)
Please note that this article cites information from Yicai Global.
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