Apple’s latest headset, the Vision Pro, is commanding a resale price nearly double its original sticker price of $3,500 when sold through unofficial channels beyond the borders of the United States.
Apple’s recently launched Vision Pro headset is experiencing exorbitant resale prices well beyond its $3,500 retail tag. In markets across Asia, secondary sellers are demanding staggering amounts, with prices reaching as high as $6,300 for the device.
The scarcity of the Vision Pro due to its limited release is fueling a supply shortage, enabling resellers to command significant premiums, as per a Bloomberg report. In Japan, base models are fetching over $5,400 on platforms like Mercari. Meanwhile, on China’s Taobao, sellers are listing units for approximately $5,000 each. Notably, a seller in Singapore has boldly set a price tag of $6,300 on Lazada, demonstrating the intense demand and willingness to pay top dollar for Apple’s latest offering.
The surge in demand for the Vision Pro isn’t solely driven by fervent Apple enthusiasts. Overseas developers are seeking early access to the device to kickstart software development initiatives, while industry competitors are eager to dissect the technology to formulate their responses. Additionally, some buyers are simply driven by the desire to be among the first to own the cutting-edge product. However, experts caution against succumbing to the hype, advising most buyers to exercise patience.
Counterpoint Research analyst Ivan Lam highlights the inflated prices observed on unofficial channels, noting that Vision Pro units are being sold for as much as 40,000 yuan. Lam emphasizes that these purchases likely stem from a limited supply originating from external markets and deviate from typical consumer behavior. This underscores the extraordinary circumstances surrounding the device’s availability and the premium being placed on early access.
Apple is adopting a highly selective approach to granting early access to the Vision Pro. The company has implemented an intricate in-store setup and customization procedure tailored to each buyer. The overarching objective is to guarantee that new owners receive an exceptional onboarding experience with the spatial computing headset.
The deliberate rollout of the Vision Pro underscores lingering uncertainties regarding consumer interest in extended reality (XR) devices at this price tier. While Apple’s primary competitor, Meta, offers the more affordable Quest headset, the premium segment occupied by the Vision Pro sees competition from Varjo, a Finnish startup catering to enterprise clients such as pilots and designers.
The current resale frenzy, while possibly transient, serves as a testament to the hype surrounding the Vision Pro and underscores Apple’s astute marketing strategy. Through meticulous control of the supply chain, Apple has effectively cultivated the perception of an ultra-exclusive product, igniting widespread desire among consumers.