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Apple's much-awaited Vision Pro headset has stirred quite a buzz around the world. This product is, of course, Apple's first entry into the AR and VR fray, and the world is speaking about it expansively as a step into the future of immersive technology. However, one of the more confusing aspects of Vision Pro's launch strategy is its absence from India, a country whose population is growing, is tech-savvy, and has an increasing appetite for Apple products. Though there are multiple reasons for such a decision, some of them may have led to it.
Price is one of the main reasons India was not a part of Vision Pro's launch. The Vision Pro is reported to be at the high end, estimated at an astronomical $3,500. By Apple standards, this is indeed the case since that is how they charge for all their products. Nonetheless, this is a product targeted toward the niche market of early adopters, technology enthusiasts, and professionals working in AR/VR.
The Vision Pro could be a bit pricey for the average Indian customer, where price sensitivity is one of the key determinants of purchase decision-making.
Apple is a luxury brand. However, in India, this market is somewhat different. Most of the Indian population prefers to use mid-range devices, while only a tiny section of people buy high-end devices. This expensive gadget might suffer from becoming more mainstream in a budget-conscious market of budget smartphones, budget tablets, and budget wearables. Perhaps that is why Apple decided not to fit it into the pockets of any more mainstream consumer: a robust market for this sort of thing does not exist.
The maturity of the ecosystem would be necessary for launching a product like Vision Pro. It is not only the availability of a product in retail stores but also its service centre, repair facility, and user group, which is already well accustomed to the Apple ecosystem. This will easily penetrate the US market as the infrastructure of the company is already quite established in that country. But it is still at an embryonic stage in India. Mobile gaming and entertainment are becoming trendy, but AR/VR remains unappealing. The proper ecosystem in India that will enable Vision Pro requires specialized app stores, more developers creating immersive experiences, and AR/VR-friendly content that is still coming into being. Apple's Vision Pro is a sophisticated device, and to enjoy its experience, a mature and well-supported ecosystem should be there.
Maybe Apple does not see a possibility of developing a very strong ecosystem in India that will sustain it after it launches.
Apple is known for being very strategic regarding its market expansion. The company does not launch every product in every market; instead, it focuses on locations that it believes will generate the most revenue. The top markets on its list are the United States, followed by Europe, and then Asia, particularly China and Japan. Meanwhile, India is rapidly emerging as a global giant, especially due to its burgeoning IT sector. However, it remains a developing market for high-end, cutting-edge technology.
Apple has chosen to prioritize mature markets before introducing higher-cost products in developed ones. This approach signifies that launching a niche product in India would require considerable time and resources to build the consumer base necessary for a successful introduction.
India has one of the most complex regulatory environments in the electronics field. For a product like the Vision Pro, import duties and the process of meeting different types of certification requirements will hinder its launch and confuse. Not forgetting, such a highly developed gadget needs a flawless, streamlined supply chain system for efficient performance. Hence, Apple would likely want to have market shares where the entire legal, supply chain and procedural landscape is already very friendly and well-organized. In the case of Vision Pro, Apple might have decided to delay or exclude India to avoid the complexities associated with such regulatory and logistical challenges. The company also might want to avoid overreaching itself in a market in which it would face enormous operational challenges.
This strategic exclusion is for Apple through not launching the Vision Pro in India as part of its initial launch and a combination of factors such as price sensitivity, readiness of the local ecosystem, infrastructure requirements, and market prioritization, among others. Though the Indian market is important to Apple, the Vision Pro is not geared to Indian demand as its appeal is niche and the price premium is very high. However, given how this AR/VR space is evolving and the way the company will adjust its approach to it, the Vision Pro will be available in India when the Indian market is ready for it.
