Apple Vision Pro Being Sold At Up To $6,000 In Non-US Markets. The Reason Behind The Insane Markup Is Simpler Than You Think

Apple's first-generation Vision Pro headset will hit global markets soon, but most countries — including India — will have to wait before getting to buy it. 

Apple Vision Pro headset has sparked a secondary market where prices are soaring well beyond its initial $3,499 price tag. As reported by Bloomberg, in Japan's Mercari marketplace, the base 256GB model fetched 800,000 yen (roughly $5,400 or Rs 4.5 lakh), while sellers on China's Taobao are demanding 36,000 yuan ($5,000). Similarly, in Singapore, a seller on Lazada is seeking 8,500 Singaporean dollars ($6,300) for the device. In Hong Kong's bustling Mong Kok, an electronics importer specialising in early gadgets is asking for 35,800 Hong Kong dollars ($4,580), with prices fluctuating daily. Despite these steep figures, experts caution potential buyers to exercise patience.

The reason behind this whopping markup? Apple's decision to launch its much-hyped product only in the US for now. Of course, Apple's first-generation headset will hit global markets soon, but most countries — including India — will have to wait before getting to buy it. 

Apple, headquartered in Cupertino, California, launched the Vision Pro in select US stores earlier this month. Each purchase involves an intricate setup and customisation process tailored to individual buyers to ensure an optimal initial experience with the virtual reality goggles, which Apple refers to as a "spatial computer" due to its hand gesture controls.

While there are uncertainties about the size of the consumer market for such high-end extended reality (XR) devices like the Vision Pro, its early exclusivity is driving prices upwards.

According to Counterpoint Research analyst Ivan Lam, unofficial channels are witnessing inflated prices, with Vision Pro units fetching up to 40,000 yuan. However, Lam notes that these purchases likely stem from a limited supply originating from external markets and do not necessarily reflect typical consumer behaviour.

As per Bloomberg, analyst Bryan Ma from IDC suggests that the eagerness to acquire the device early stems from various quarters, including dedicated Apple enthusiasts, overseas software developers, and industry players eager to explore future opportunities.

Apple's primary competitor in this arena is Meta Platforms, known for its Quest goggles, although they are not in the same price range as the Vision Pro. Another contender is Finland's Varjo Technologies Oy, founded by former Nokia engineers, which boasts a clientele primarily in the enterprise sector. Varjo's XR glasses, priced upwards of $3,990, find applications in pilot training and industrial design visualisation.