A consistent wave of rumors and reports stated that Apple’s first AR headset would cost $3,000, and there were rare occasions when that figure would reach a value of $4,000. However, a last-minute and highly sketchy rumor claims that the retail price will be significantly lower, so let us discuss these new findings in more detail.
Rumor claims Apple’s AR headset will cost $1,999 instead of $2,999, lowering the overall revenue for the year, but it may result in higher sales
There may be some relief for consumers who have their eyes set on Apple’s AR headset. Rumored to be called Reality Pro, a rumor published by the account ‘yeux1122’ on the Korean blog Naver that MacRumors spotted claims that the head-mounted wearable will cost $1,999. The individual does not provide evidence for these latest claims, so we must wait for Apple to announce the figure during the product preview.
A $1,999 asking price will mean that Apple cannot make enough revenue off of this product for the year, but there is a silver lining in all of this, as more customers can purchase it now. According to an earlier estimation, Apple is only reported to ship 100,000 units of its mixed-reality headset, and if we go by the latest rumor, that only amounts to a $2 billion revenue amount for the technology giant, making it significantly lower than what its other products generate for a whole calendar year.
However, if Apple witnesses that its AR headset sales are picking up for that $1,999 price tag, it might inform its suppliers to increase production and benefit from this operation. Even at the latest pricing rumor, forking over $1,999 is still a decent chunk of change. Not everyone has the financial capacity to purchase a product for this amount, especially when some users will immediately conclude that Apple’s other hardware delivers more utility than the AR headset.
Another thing to keep in mind is that if the actual price is $1,999, then based on an earlier Bill of Materials leak, where the headset’s components were said to cost in between the $1,500-$1,600 range, Apple will make drastically reduced gross margins. The company will have to sell a lot more of these to offset these lowered gross margins. Sadly, the exact unit economics are not available to us at this time, so we cannot give an overview of the financial viability of this product, but we will say that its launch holds immense importance for Apple, even if others do not share the same vision.
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