Apple Vision Pro began deliveries in China on Friday with a retail price approximately 18% higher than in the U.S. CNBC learned that the device, which starts at 29,999 yuan ($4,128) in China compared to $3,500 in the U.S., was questioned by Chinese citizens specifically about whether the higher cost for the China version is justified.
A customer in Beijing, identified only by his surname Chen, expressed his concerns to CNBC, suggesting that Apple CEO Tim Cook should consider reducing the price by about 10,000 yuan ($1,376).
Chen mentioned that the steep price might drive consumers to seek second-hand versions of the Vision Pro, which are often discounted from sellers not affiliated with Apple.
Apple Vision Pro in China
Analysts consider Chinese citizens questioning how much Apple Vision Pro is priced in the country an essential sentiment, considering the brand has faced increasing competition from domestic brands such as Huawei.
Greater China accounted for about 18% of Apple's revenue in the three months ending March 30.
Despite the high price, there was still considerable interest in the Vision Pro. Chen, who pre-ordered the headset, attended a major store in Beijing to pick it up and receive training on its use.
Apple store salespeople reported that Friday's half-hour pre-order training sessions, from 8 a.m. to 10 p.m., were fully booked. Chinese tech giants like Tencent, Alibaba, and JD.com have already launched Vision Pro versions of their apps.
Apple Vision Pro is expected to arrive in other parts of the world beginning June 28, according to VCPost.
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