苹果、vivo、荣耀接连入局！手机厂商为何看好这一新赛道？

Core Insights - The mixed reality (MR) market is still in its early stages, with various companies like vivo, Honor, Xiaomi, Huawei, and OPPO entering the field, but facing challenges in sales and product acceptance [1][4][5] - Vivo has launched its first MR headset, the vivo Vision Exploration Edition, which is the lightest in the market at 398g, but it is currently only available for reservation and has not disclosed a price [2][4] - Apple's Vision Pro headset, launched in 2024, initially saw high demand but has since struggled with sales, leading to its production halt due to high pricing and a lack of ecosystem [3][4] Industry Trends - The consumer-grade XR device market in China saw a retail volume of 307,000 units in the first half of 2025, a 17.6% year-on-year increase, but the VR/MR segment experienced a 25.6% decline [3] - Analysts attribute the decline in VR device sales to a "content drought," with most products focusing on entertainment without compelling applications for broader audiences [3][4] - The MR market is expected to mature over the next 5 to 10 years, requiring advancements in hardware design, display quality, application ecosystems, and pricing [4][5] Company Strategies - Vivo's MR team has grown to 500 members, with a focus on bridging the physical and digital worlds, aiming to integrate MR into future household robotics [2][5] - Companies are leveraging their existing supply chain and technological expertise in smartphones to expand into the MR market, which is seen as a response to the saturation of the smartphone market [6][7] - Xiaomi has adjusted its smartphone sales target to approximately 175 million units, reflecting a broader industry trend of declining growth expectations [7] Technological Challenges - Experts highlight several bottlenecks in the MR and robotics integration, including the need for high-performance sensors, real-time data processing, low-latency communication, and mature AI algorithms [8][9] - The relationship between MR and robotics is emphasized, with MR providing enhanced environmental perception and interaction capabilities for robots, while robots can improve MR's physical interaction [8][9] Market Outlook - Global VR/MR shipments are projected to reach 5.6 million units in 2025, potentially increasing to 14.4 million units by 2030 [6] - The smartphone market in China has seen a decline in shipments, with a 4% year-on-year drop in the second quarter of 2025, indicating a shift in focus towards MR technologies [6]