TLDR: Chinese technology start-up Rokid predicts that Apple’s recent release of its Vision Pro mixed-reality headset will increase demand for more affordable and ergonomically designed AR and VR wearable devices. Rokid CEO Misa Zhu Mingming believes that Apple’s entry into the market will spur the entire XR sector’s growth and generate more consumer interest. The company expects to double its unit sales of AR devices to around 400,000 in 2024, in response to the growing interest in XR gear.
Key points:
- Rokid CEO Misa Zhu Mingming expects Apple’s Vision Pro headset to increase demand for more affordable wearable AR and VR devices.
- Zhu believes Apple’s entry into the market will fuel the growth of the XR sector and generate more consumer interest.
- After a lacklustre year for AR and VR headset shipments in 2023, tech research firm IDC forecasts a rebound in the market due to the launch of the Vision Pro and other new hardware.
- Rokid aims to double its unit sales of AR devices to around 400,000 in 2024.
Chinese start-up Rokid anticipates that the release of Apple’s Vision Pro mixed-reality headset will drive broader demand for more affordable and ergonomically designed AR and VR wearable devices. Rokid CEO Misa Zhu Mingming stated that Apple’s entry into the market will stimulate the growth of the extended reality (XR) sector and generate greater consumer interest, as well as expanding the development of relevant software and content. Zhu highlighted that software developers are already creating apps for both the Vision Pro and Rokid’s AR glasses. With the growing interest in XR gear, Rokid aims to double its unit sales of AR devices to around 400,000 this year, from nearly 200,000 in 2023. In addition, Rokid has seen increased sales of its Max AR glasses following the attention brought by Apple to the XR industry.
The release of Apple’s Vision Pro headset is expected to have a significant impact on the XR industry, with companies striving to match or surpass Apple’s features and consumer appeal. Rokid’s CEO believes that the Vision Pro will unleash the potential of similar products and benefit smaller players in the industry. Tech research firm IDC predicts a rebound in the AR and VR headset market this year, growing 46.8% year on year, supported by the Vision Pro launch, new hardware from Meta Platforms, and the presence of smaller companies. IDC forecasts the market to reach 30.3 million units globally by 2027, up from about 8.5 million in 2023.
The Vision Pro, marketed by Apple as a “spatial computer,” is a mixed-reality device that allows users to integrate digital media with the real world through motion gestures, eye tracking, and speech recognition. Rokid aims to popularize AR products and make them accessible and affordable to the general public. The company’s Max AR glasses, weighing 75 grams, currently cost $379 per pair, compared to the Vision Pro’s starting price of $3,499. Rokid has more than 2,200 developers making applications for its ecosystem and has launched over 200 apps, including gaming and entertainment content.
Rokid recently secured $70 million in funding and signed an investment and cooperation agreement with the municipal government of Hefei to establish its industrial metaverse headquarters, ecosystem hub, and research and development center in the city’s New Station Hi-Tech Zone.
