苹果Vision Pro销量不及预期，新一代产品预计2026年才推出

第一财经2024-12-09

12月9日，有消息称，苹果首款头戴式产品Vision Pro今年2月上市以来，售出不到50万台。TrendForce集邦咨询资深研究副总经理邱宇彬向第一财经记者表示，苹果Vision Pro的销量不及预期，预计其新一代产品要到2026年才会推出，将向高端、入门两个方向发展，将给国内硅基OLED等面板制造商带来机会。此前，业界已经有传闻称苹果将暂停Vision Pro的生产。邱宇彬分析说，去年在...

网页链接

免责声明：本文观点仅代表作者个人观点，不构成本平台的投资建议，本平台不对文章信息准确性、完整性和及时性做出任何保证，亦不对因使用或信赖文章信息引发的任何损失承担责任。

精彩评论

我们需要你的真知灼见来填补这片空白

发表看法

{"i18n":{"language":"zh_CN"},"isChannel":false,"data":{"share":"https://www.laohu8.com/m/news/2490747942?lang=zh_CN&edition=full","thumbnail":"","is_english":false,"pubTime":"2024-12-09 18:47","share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","id":"2490747942","market":"us","top_or_hot":-1,"title":"苹果Vision Pro销量不及预期，新一代产品预计2026年才推出","media":"第一财经","content":"<div>\n<p>12月9日，有消息称，苹果首款头戴式产品Vision Pro今年2月上市以来，售出不到50万台。TrendForce集邦咨询资深研究副总经理邱宇彬向第一财经记者表示，苹果Vision Pro的销量不及预期，预计其新一代产品要到2026年才会推出，将向高端、入门两个方向发展，将给国内硅基OLED等面板制造商带来机会。此前，业界已经有传闻称苹果将暂停Vision Pro的生产。邱宇彬分析说，去年在...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20241209184936984abb58&s=b\">网页链接</a>\n\n</div>\n","source":"tencent","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>苹果Vision Pro销量不及预期，新一代产品预计2026年才推出</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n苹果Vision Pro销量不及预期，新一代产品预计2026年才推出\n</h2>\n\n<h4 class=\"meta\">\n\n\n2024-12-09 18:47 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20241209184936984abb58&s=b><strong>第一财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>12月9日，有消息称，苹果首款头戴式产品Vision Pro今年2月上市以来，售出不到50万台。TrendForce集邦咨询资深研究副总经理邱宇彬向第一财经记者表示，苹果Vision Pro的销量不及预期，预计其新一代产品要到2026年才会推出，将向高端、入门两个方向发展，将给国内硅基OLED等面板制造商带来机会。此前，业界已经有传闻称苹果将暂停Vision Pro的生产。邱宇彬分析说，去年在...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20241209184936984abb58&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0096364046.USD","symbol_name":"CT (LUX) I AMERICAN \"DU\" (USD) ACC","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20241209184936984abb58&s=b","article_id":"2490747942","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20241209184936984abb58&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, .hot-list, .recom-box, .wx-sou","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2490747942","pubTimestamp":1733741241,"columns":[],"sourceInfo":{"source_id":"tencent","name":"腾讯"},"weMediaInfo":null,"summary":"12月9日，有消息称，苹果首款头戴式产品Vision Pro今年2月上市以来，售出不到50万台。此前，业界已经有传闻称苹果将暂停Vision Pro的生产。邱宇彬预计，苹果公司2026年才会推出Vision Pro产品的新架构，现有产品架构的应用空间不大，因此这代产品在消化库存，生产会放缓下来。","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"LU0096364046.USD":"CT (LUX) I AMERICAN \"DU\" (USD) ACC","LU2505996681.GBP":"WELLINGTON MULTI-ASSET HIGH INCOME \"AM4H\" (GBPHDG) INC","LU2417539215.USD":"ALLIANZ GLOBAL INCOME \"AMF\" (USD) INC","LU2505996509.AUD":"WELLINGTON MULTI-ASSET HIGH INCOME \"AM4H\" (AUDHDG) INC","LU1003077747.HKD":"BGF GLOBAL EQUITY INCOME \"A6\" (HKDHDG) INC","IE000KEQY171.SGD":"PIMCO BALANCED INCOME AND GROWTH \"M\" (SGDHDG) INC","LU0985320562.USD":"NORDEA 1 GLOBAL STARS EQUITY \"BP\" (USD) ACC","LU1778281490.HKD":"HSBC GIF GLOBAL LOWER CARBON EQUITY \"AD\" (HKD) INC","LU1116320737.USD":"BGF SYSTEMATIC GLOBAL ENHANCED EQUITY YIELD \"A6\" (USD) INC","SGXZ31699556.SGD":"UGDP UNITED GLOBAL QUALITY GROWTH \"C\" (SGDHDG) ACC","LU1244550577.SGD":"FTIF - Franklin Global Multi-Asset Income A (Mdis) SGD-H1","LU0820561818.USD":"安联收益及增长平衡基金Cl AM DIS","LU0823434740.USD":"BNP PARIBAS US GROWTH \"C\" (USD) INC","LU0708995401.HKD":"FRANKLIN U.S. OPPORTUNITIES \"A\" (HKD) ACC","LU2552382058.USD":"WELLINGTON US BRAND POWER \"A\" (USD) ACC","LU2242649171.HKD":"FIDELITY FUNDS GLOBAL THEMATIC OPPORTUNITIES \"A\" (HKD) ACC","LU0345770993.USD":"NINETY ONE GSF GLOBAL STRATEGIC EQUITY \"A\" (USD) INC","LU0256863811.USD":"ALLIANZ US EQUITY \"A\" INC","LU1366333091.USD":"FIDELITY GLOBAL FOCUS \"A\" (USD) ACC","SG9999014542.SGD":"United Income Focus Trust Acc SGD","LU2756315318.SGD":"ALLIANZ INCOME AND GROWTH \"AMG\" (SGDHDG) INC A","AAPL":"苹果","IE00B4JS1V06.HKD":"JANUS HENDERSON BALANCED \"A2\" (HKD) ACC","SG9999018857.SGD":"United Global Quality Growth Fd Cl Acc SGD-H","LU0348723411.USD":"ALLIANZ GLOBAL HI-TECH GROWTH \"A\" (USD) INC","LU2458330169.SGD":"FRANKLIN SHARIAH TECHNOLOGY \"A\" (SGD) ACC","IE00B775SV38.USD":"NEUBERGER BERMAN US MULTICAP OPPORTUNITIES \"A\" (USD) ACC","LU0943347566.SGD":"安联收益及增长平衡基金AM H2-SGD","LU1989771016.USD":"东方汇理环球老龄化投资基金 A2 Acc","LU2065171402.SGD":"M&G (LUX) GLOBAL MAXIMA \"A\" (SGD) INC","LU2430703178.SGD":"WELLINGTON MULTI-ASSET HIGH INCOME \"AM4H\" (SGDHDG) INC","IE00BN8TJ469.HKD":"FTGF CLEARBRIDGE TACTICAL DIVIDEND INCOME \"A\" (HKD) INC","LU2213496289.HKD":"ALLIANZ INCOME AND GROWTH \"AT\" (HKD) ACC","LU0545039389.USD":"BGF GLOBAL EQUITY INCOME \"A2\" ACC","LU0056508442.USD":"贝莱德世界科技基金A2","LU0640476718.USD":"THREADNEEDLE (LUX) US CONTRARIAN CORE EQ \"AU\" (USD) ACC","LU1989764664.SGD":"CPR Invest - Global Disruptive Opportunities A2 Acc SGD-H","BK4581":"高盛持仓","BK4527":"明星科技股","LU1868837136.USD":"CT (LUX) I AMERICAN \"8\" (USD) ACC","LU2125154935.USD":"ALLSPRING (LUX) WF GLOBAL EQUITY ENHANCED INCOME \"I\" (USD) INC","LU2083900584.USD":"HSBC GIF US INCOME FOCUSED \"AM2\" (USD) INC","LU1582986433.USD":"M&G (LUX) INCOME ALLOCATION \"A-H\" (USDHDG) INC","LU0345768740.USD":"NINETY ONE GSF GLOBAL STRATEGIC MANAGED \"A\" (USD) INC","IE00BZ1G4Q59.USD":"LEGG MASON CLEARBRIDGE US EQUITY SUSTAINABILITY LEADER \"A\"(USD) INC (A)","LU1582987324.SGD":"M&G (LUX) INCOME ALLOCATION \"A-H\" (SGDHDG) ACC","LU1242518931.SGD":"Fullerton Lux Funds - Asia Absolute Alpha A Acc SGD","LU1868836757.USD":"CT (LUX) I AMERICAN FUND \"2\" (USD) ACC","SG9999014567.USD":"UOB UNITED INCOME FOCUS TRUST FUND (USD) ACC","BK4507":"流媒体概念"},"translate_title":"Apple's Vision Pro sales fall short of expectations, and the new generation product is not expected to be launched until 2026","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"AAPL":1},"content_text":"12月9日，有消息称，苹果首款头戴式产品Vision Pro今年2月上市以来，售出不到50万台。TrendForce集邦咨询资深研究副总经理邱宇彬向第一财经记者表示，苹果Vision Pro的销量不及预期，预计其新一代产品要到2026年才会推出，将向高端、入门两个方向发展，将给国内硅基OLED等面板制造商带来机会。此前，业界已经有传闻称苹果将暂停Vision Pro的生产。邱宇彬分析说，去年在Vision Pro还没有发布前，由于有苹果光环、元宇宙的概念，行业曾乐观预期Vision Pro的年销量将达到90万~100万台，但那时供应链的极限是40万~50万台/年，原先大家太乐观了。“（今年）Vision Pro的市场销售不如预期，在美国市场有高于大部分其它消费电子产品的退货率，库存也很棘手。” 邱宇彬说，苹果公司曾想优化现在的产品价格，但是无论如何改良，Vision Pro的成本还是比较高，售价要从3499美元降到2000美元，没有办法实现。群智咨询（Sigmaintell）资深分析师陈学诚也向第一财经记者表示，Vision Pro销售不及预期主要有几方面原因。首先是高昂的价格，Vision Pro的售价从3499 美元起，限制了消费群体，主要吸引专业开发机构、早期采用者、高端用户。其次是内容生态不足，目前头显设备缺乏具有开创性和吸引力的应用内容，以及能够满足刚性需求的实际应用场景。此外，还有市场与技术适配问题，用户对全新交互模式和实际使用场景的接受需要时间培育。邱宇彬预计，苹果公司2026年才会推出Vision Pro产品的新架构，现有产品架构的应用空间不大，因此这代产品在消化库存，生产会放缓下来。谈及这会不会对MR（混合现实技术产品）、元宇宙行业带来负面影响，邱宇彬认为，从苹果公司把Vision Pro定在近3500美元的价格、其销量预计在40万~50万台的角度看，Vision Pro的定位不是面向普通消费者，而是开放给元宇宙的硬件、软件开发商，尝试增加新应用的可能性。从这个角度看，苹果公司已经达到它的目的。“传统MR/VR（虚拟现实产品）停留在娱乐领域。而事实上，头戴式设备不只应用在娱乐领域，还可以替代笔记本电脑，Vision Pro在这方面已经起到示范作用，改变了大家的观念。” 邱宇彬说，头戴式设备与生产力连接，这不可以一蹴而就。下一代头戴式设备产品将往两个方向发展。邱宇彬预测说，一个方向是高端化，未来有机会可以替代笔记本电脑，这将要求在视觉感受上不妥协，同时要降低成本；另一个方向是入门级产品，不仅用硅基OLED屏，也可以用玻璃基OLED屏，甚至是LCD（液晶）屏，分辨率不一定很高，能让普通的开发商、尝鲜的消费者也可以参与，增强开发商的兴趣。苹果第一代Vision Pro产品用的是索尼的硅基OLED屏（或称Micro OLED屏）。目前，中国也在发展硅基OLED屏产业，相关企业包括视涯科技等。“中国硅基OLED屏的生产企业，可以对标索尼，在技术上跟进头部厂商，在成本上做差异化。”邱宇彬建议说，因为高成本影响了Vision Pro的普及，预计苹果公司会重新评估供应商，如果对比原来的方案，屏幕达到原来80%-90%的性能，降本30%，就有中选机会。此外，平价硅基OLED也有机会。邱宇彬说，苹果的产品路线，唤起行业共鸣，其它厂家也可能会加入普及头戴式产品的供应商行列。国内已有厂商加入平价AR（增强现实）眼镜的开发，它们对成本敏感，这方面也蕴藏机会。群智咨询预计，2024年全球XR头显市场出货约为770万台，同比微幅下滑。展望2025年，随着性价比更高的机型Quest 3S的推出以及AR头显设备的不断发展，全球XR（扩展现实）头显设备的出货量将达到1080万台，同比增长41%。举报文章作者王珍","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"dataReport","news_rank":0,"symbols":[],"gpt_button":0},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.30.0","shortVersion":"4.30.0","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2490747942"}