Apple’s new Vision Pro headset is seeing astronomical resale prices far above its $3,500 retail price tag. On secondary marketplaces across Asia, resellers are asking as much as $6,300 for the device.
The limited release of the Vision Pro is creating a supply shortage that’s allowing opportunistic resellers to charge huge premiums, according to a Bloomberg report. In Japan, base models are going for over $5,400 on Mercari. Sellers on China’s Taobao are seeking around $5,000 per unit. And one ambitious seller in Singapore is asking for a whopping $6,300 on Lazada.
This demand isn’t just from overzealous Apple fans. Overseas developers want early access to build software. Industry rivals need to get their hands on units to figure out how to respond. And some buyers just want to be first. But experts say most buyers should wait.
“Our observations indicate inflated prices on unofficial channels, reaching up to 40,000 yuan for Vision Pro units,” Counterpoint Research analyst Ivan Lam said. “However, these purchases likely represent a limited supply, originating from outside markets and deviating from typical consumer behaviour.”
Apple is being very selective about who gets early access to the Vision Pro. The company has an elaborate in-store setup and customisation process for each buyer. The goal is to ensure new owners have the best possible onboarding experience with the spatial computing headset.
This careful rollout highlights questions around consumer appetite for extended reality (XR) devices at this price point. Apple’s closest competitor is Meta, whose Quest headset sells for much less. In the same premium category as Vision Pro is Varjo – a Finnish startup serving enterprise customers like pilots and designers.
While the resale frenzy could be short-lived, it highlights the buzz surrounding the Vision Pro. And it underscores Apple’s marketing genius. By tightly controlling supply, they’ve seemingly created the perception of an ultra-exclusive product that everyone suddenly wants.
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First uploaded on: 08-02-2024 at 11:23 IST
