Apple(US:AAPL) Hua Xia Shi Bao·2025-08-22 08:56Core Viewpoint - The next revolutionary display device after smartphones appears to be mixed reality (MR) headsets, with major smartphone manufacturers like Apple, Samsung, and vivo entering the market [1][2]. Company Developments - Vivo has become the first domestic smartphone manufacturer to launch an MR headset, the vivo Vision Exploration Edition, which features a Micro-OLED screen and is powered by Qualcomm's second-generation Snapdragon XR2+ platform [2][3]. - The vivo Vision Exploration Edition weighs only 398 grams, significantly lighter than the industry average of 600-700 grams, and its dimensions are 26% smaller than the average [2]. - Vivo's MR development team has grown to 500 members, indicating a strong commitment to this technology [2]. Market Challenges - Vivo does not plan to sell the MR headset immediately, opting instead to offer it for experience in select cities, citing the need for improved product quality before consumer sales [3][4]. - The current evaluation of the product is below 60 out of 100, with a target of reaching 80 within 2-3 years [3]. - The MR industry faces challenges such as heavy weight, high prices, and a lack of content ecosystem, which hinder the adoption of MR products [4][6]. Industry Insights - Previous MR products from Microsoft and Apple have not achieved significant market success, with Apple’s Vision Pro expected to sell fewer than 500,000 units globally in 2024 [4]. - The price of MR devices is expected to decrease as upstream costs for screens, chips, and optics decline, but achieving volume sales is crucial for further price reductions [5][6]. - The development of a rich content ecosystem is essential for the commercialization of MR technology, and companies like vivo are focusing on building this ecosystem before launching products for sale [6].