China Quarterly - Apple Vision Pros and Cons

Welcome to the China Quarterly, a regular insight into the activities of the Chinese market. The Immersive Wire will provide insights into one of the largest VR markets in the world, and share what could be learned from the movements. The report is written by Sylvan Shen, an expert in the area. 

Got any feedback? Let us know at tom (at) immersivewire (dot) com. 

Sylvan Shen, Features Editor at the Immersive Wire

Rokid and the healthy growth of AR 

Hangzhou-based Chinese tech company Rokid, featured in TIME magazine as ‘pioneer of AR’ in 2023, has raised £813,472 on Kickstarter for its newly released device - Rokid AR Lite. The AR glasses pack provides an affordable alternative to the Apple Vision Pro (Priced at $499) and has been gaining traction since its launch on 27 May. The Rokid AR Lite is primarily used for gaming, streaming, and productivity.

Rokid's AR Air series, which witnessed its first product release in 2022, has become a top seller in the electronics section on Chinese e-commerce platforms. That consumer popularity is comparatively unmatched in the US and UK, where AR glasses lack the same level of popularity. That may be in part because of software partnerships. In its global market, Rokid's AR Joy Pack has partnered with Google-certified Android TV box for its best-selling consumer AR glasses, Rokid Max. Working with Rokid Station, this pocket TV suite now supports streaming platforms such as YouTube, Disney+, and Amazon Prime, etc. 

Chinese software and the Apple Vision Pro

Apple Vision Pro was officially released in China on 13 June. However, even before this official release, Chinese internet giants have been swiftly adapting their applications for the spatial computing platform, with leading apps such as Tencent's WeChat and Alibaba's DingTalk among those ready to seize the opportunities presented by the Vision Pro. It is unclear how high the download figures are as of yet. 

Beyond the major tech giants, smaller companies provided innovative approaches that matched the Chinese market. DEWU, a popular sneaker trading platform in China, launched a unique sneaker museum called PoizonS, which takes advantage of its extensive library of 3D shoe models to provide an immersive experience on the Vision Pro. The app also offers an AR feature that allows users to virtually try on clothes.

Another example is InfoldGames. During Cook’s visit to China in March, he met with several Chinese game companies known for developing romance-themed games. Notably, InfoldGames announced its project for the Apple Vision Pro version of their game Love and Deepspace, a popular otome game that is targeted towards women, just one day after the device's release. In early 2024, Love and Deepspace reported exceptional revenue. With an impressive 6.78 million monthly active users, it generated an estimated global revenue of approximately $84 million in its first month, with overseas markets contributing $14 million. 

Why the success? Love and Deepspace has attracted female audiences with its 3D graphics, AI-powered customisable features, and immersive interactive elements that allow players to engage with virtual characters. The game's success in China is interesting, as it showcases how AI and XR technologies can be leveraged to cater to and develop players' emotional experiences and social needs. We can see the success of romance-type games doing well overseas. 

We will see more developments. Tencent has reportedly agreed to provide essential applications and content support for the Vision Pro, including video content to bridge the gap left by the absence of Apple TV in China. With its expansive ecosystem and resources, Tencent is expected to play a crucial role in Apple's expansion strategy within the Chinese market.

While the device is officially displayed in China's physical Apple stores and there's a notable trend of customers booking experience sessions, actual sales figures remain difficult to predict. Government and state firms banned iPhones in their work, and it’s unlikely that a data headcrab – even one with heightened safety features – would avoid a similar fate. The Apple Vision Pro is also dealing with cheaper competitors, such as the aforementioned Rokid series and the potentially upcoming (but not confirmed) Meta Quest 3S.