Martin Scott

Because Apple isn't very optimistic about the AR/MR headset announcement recreating the astounding "iPhone moment," the mass production schedule for assembly has been pushed back by another 1-2 months to mid-to-late 3Q23. The delay also adds uncertainty to whether the new device will appear at WWDC 2023, as the market widely expects. Furthermore, due to the delay in mass production for assembly, the shipment forecast this year is only 200,000 to 300,000 units, lower than the market consensus of 500,000 units or more. The main concerns for Apple not being very optimistic regarding the market feedback to the AR/MR headset announcement include the economic downturn, compromises on some hardware specifications for mass production (such as weight), the readiness of the ecosystem and applications, a high selling price (USD 3,000-4,000 or even higher), etc. 因為Apple並沒有非常樂觀看待AR/MR頭戴裝置的發布會，能重現一鳴驚人的「iPhone時刻」，故組裝量產時程再度延後1-2個月至3Q23中後期，而這也為該新裝置能否如市場期待般在WWDC 2023亮相增添了變數。也是因為組裝量產時程延後，故今年出貨量僅為20-30萬部，低於市場共識的50萬部或以上。 Apple沒有非常樂觀看待市場對AR/MR頭戴裝置發佈會的反應之主要顧慮包括經濟低迷、為追求量產故對部份硬體規格妥協 (如重量)、生態與應用準備程度與售價高 (3,000-4,000美元或甚至更高) 等。