If there’s one persistent rumor about an upcoming Apple AR headset, it’s a very high price tag. Since we started hearing about it, reports have pegged the MSRP at $3,000 or higher, which would make it one of the most expensive non-Mac devices in Apple’s history. However, a new report suggests that while it won’t be cheap, the actual price could be well below the advertised price.
According to XRDailyNews, Apple’s headset will cost around $1,500 to manufacture, including several high-end components that cost more than $150 each. The total cost has been confirmed by multiple sources in the Chinese supply chain, though the site notes that some terms “may not directly correspond to their generally accepted meanings.”
- Two M2 processors: $120-$140
- Two micro OLED screens: 280-320 dollars
- 14 cameras: $160
- Optical-mechanical lens system and assembly: $70-$80
- Rearview mirror: $13-$15
- Pupillary Distance Adjustment Module: $30-$35
- 3D Sensor Part: $80-$90
- Metal middle frame: $95
- Appearance details: $15-$20
- External battery: $22-$25
- Microphone: $21-$22
- Speakers: $16-$18
- PCB+FPC: 40-45 dollars
- Storage: 40-45 dollars
- WiFi/Bluetooth/etc: 60-70 dollars
- Cooling module: $70
- Auxiliary accessories: $30-$40
Add it all up and you get a total of about $1,500. Of course, the bill of materials does not reflect the entire cost, which also includes production, shipping, distribution and other factors, but it shows that the AR headset will be a very high-end device. In comparison, Meta Quest 2’s production cost is around $750.
So let’s do the math. The iPhone 14 Pro Max costs Apple about $475 to manufacture and sells for $1,100. Assuming a 40 percent gross margin, the extra cost is about $185, which shouldn’t be much higher for a headset. But even if we add $250 per unit, the total price is $1750. Adding in Apple’s 40 percent gross margin would bring the MSRP to about $3,000.
But a Bloomberg report this week claims that Apple could sell the headset “at cost” and even considered selling it at a loss to boost sales. This means the headset could cost as little as $1,999, which practically feels like a bargain compared to the rumored $2,999 price tag.
We should find out in just a few weeks. The WWDC keynote kicks off on June 5th, just two weeks after Monday.