Customers try out the Apple Vision Pro at an Apple Store on Wangfujing Street in Beijing, as the product officially goes on sale on June 28, 2024 in China. Photo: Li Hao/GT

The Vision Pro, Apple's highly anticipated augmented reality (AR) device, is set to receive a warm welcome by Chinese customers as the headset is officially launched in China, one of the first countries outside of the US to release it, on Friday.

Apple is introducing different promotions to win over more Chinese customers amid fierce local competition, highlighting the importance of the second largest economy in the world in terms of market share, Chinese observers said, adding that ending political disruption would better benefit US companies' prospects in China. 

Apple's official website showed that the price of the Vision Pro ranges from 29,999 yuan ($4,130) to 32,999 yuan depending on storage capacity. 

Staff members at the Apple store in Beijing's Sanlitun told the Global Times that a reservation is required to try the product, and the reservation list is already full until early July.

GT reporters noticed some customers testing the device on the second floor of the store, and some of them were waiting to pick up the product. 

A young buyer surnamed Liu told the Global Times that he ordered the headset on June 14, and had come to the store to pick it up after waiting for around two weeks. He paid 32,999 yuan for one headset with a storage of one terabyte. 

"I am a loyal fan of Apple products, and I want to test different products, although the price is a little bit high," Liu told the Global Times. 

GT reporters noticed that the staff members spontaneously applauded customers when the headset was delivered to them or when they left the store. 

Online pictures that went viral on the internet also showed crowds in another store in Wangfujing in Beijing, showing Chinese customers giving the product an overwhelming welcome. 

"The Chinese market is attractive to many cutting-edge businesses, as Chinese consumers are very willing to try new things, and such a warm welcome by the Chinese customers could also help companies improve their technology," Zhou Mi, a senior research fellow at the Chinese Academy of International Trade and Economic Cooperation, told the Global Times on Friday.

Apple's highly anticipated AR device is seen as a big step in the company's foray into the burgeoning AR market, and it is also widely believed that choosing China as one of the first countries outside the US to launch the product is a strong demonstration of its confidence in the Chinese market.

Apple has seen intensifying rivalry from Huawei and other domestic brands in China in recent months. 

Apple's iPhone did not make the top five in terms of shipments in the first quarter of this year, according to a market analysis released by TechInsights on May 6. In comparison, shipments from Huawei ranked third, with an increase of 118.8 percent. 

To boost its market share, Apple launched a major promotion campaign with steep discounts on iPhones, with discounts of up to 2,300 yuan during the June 18 (618) shopping gala, one of China's largest online shopping events.

The turnover of Apple's products on Tmall exceeded 1.5 billion yuan within the first hour during this year's 618 shopping festival, Tmall said.

Zhou said that American companies are actively seizing the opportunities and vitality brought by high-quality development in China, and do not want to be left behind.

He emphasized that such attention from US companies also shows that "decoupling" with China will not happen, despite smears from some politicians. 

"Without their disruption, the prospects for US companies in China could be brighter," he said. 
Federal Express, one of the world's largest express transportation companies, said on Friday that it has launched two new flights to the US from Qingdao and Xiamen. 

The company also plans to establish international gateway facilities at each location to enhance operational and clearance efficiency, in response to the increasing business and trade demands of local customers.