Apple has announced that IT will host its Worldwide Developers Conference (WWDC 2023) from June 6 to 10 (Beijing time). While the conference will be online, the company will host a special event at Apple Park for special guests.

Each Apple event is advertised with a special artwork (invitation). What does WWDC 2023's artwork mean? A slew of predictions and leaks point to the rumored XR headset.

Apple analyst Guo Ming ð « “ creates tweet today, said apple mixed reality show head of production plan delay 1 to 2 months to mid and late in the third quarter, therefore not duly appeared in the WWDC 2023 developers

He noted that due to mass production delays, the product is expected to ship only 200,000 to 300,000 units this year, below market forecasts of 500,000 or more. Notably, he predicts the product will sell for $3,000 - $4,000 or more.

Apple is not overly optimistic that the AR/MR Headset launch event will repeat its blockbuster "iPhone moment", so the mass production schedule will be pushed back by another month or two to mid to late Q3 2330, which also adds to the uncertainty that the new device will make its anticipated WWDC 2023 debut. Due to the delayed assembly and mass production schedule, only 200,000 to 300,000 units will be shipped this year, below the market consensus of 500,000 units or more. Apple's main concerns for not being overly optimistic about the market reaction to the AR/MR Headset launch include the economic downturn, compromises on some hardware specifications (such as weight) in pursuit of mass production, ecology and app readiness, and high price points ($3,000- $4,000 or more).

Although he believes shipments will be limited, the product doesn't appear to be targeted for profit at first. Gurman previously said that Apple's first AR/VR headset was not intended to make money, but rather to strengthen the company's market position and establish a solid foothold in the AR/VR market.

Related reading:

Gurman: Apple has shown the MR Heads-up milestone to executives, but internally it's not optimistic about the initial product

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