Apple's VisionPro High Price, Emotional Touch and Awards

TapTechNews May 26th news, Apple's spatial computing head-mounted display VisionPro first debuted at the WWDC conference last year and then was launched in the US market with a staggering price of $3,499 (TapTechNews note: currently about 25,368 RMB).

On May 25 local time, Apple CEO Tim Cook posted on social media X that users who first use VisionPro often feel an emotional touch: VisionPro benefits from the breakthrough achievements of our design and engineering team over the years. The impact is so profound that people often feel an emotional touch when they first try it. I have witnessed this situation with my own eyes. Congratulations to the Apple design team for winning this honor.

Cook's response stemmed from the global non-profit organization Design and Art Direction Association (D&AD) awarding Apple a Black Pencil award to recognize the outstanding achievements of its visionOS operating system in the field of digital design. The Black Pencil award is the highest level award among a series of awards presented by D&AD, and other award categories also include the Wooden Pencil award, the Graphite Pencil award, and the Yellow Pencil award, etc.

The organization has been awarding Pencil awards since 1962 and said that the Black Pencil award is only awarded to works with breakthrough significance. Only a very small number of works, or even no works, may receive this award each year.

VisionPro is expected to land in more countries later this year, but its popularity seems to have subsided somewhat after the overwhelming publicity at the beginning of its release. Apple analyst Ming-Chi Kuo previously claimed that Apple has lowered the shipment volume of VisionPro.