by Apple Inc. is gearing up for the launch of its Vision Pro mixed-reality headset, with production running at full speed in China. Industry insiders reveal that customer-bound units are expected to be ready by the end of January, with the retail debut scheduled for February. The upcoming release is touted to be Apple’s most complex product launch to date, as it introduces entirely new sales strategies and equipment.
To prepare for the launch, Apple recently sent an email to software developers urging them to test their apps with the latest tools and submit their software for feedback. This move indicates that the launch is imminent.
Apple’s Vision Pro marks the company’s entry into a new product category, following the successful introduction of smartwatches in 2015. The device combines virtual and augmented reality, offering users a mixed-reality experience. While Meta Platforms Inc. currently dominates the market, Apple aims to capture the attention of consumers with its novel concept.
In order to create a positive first impression, Apple is enhancing its retail stores to accommodate inventory and new fixtures for the $3,500 Vision Pro headset. Besides stocking up on headsets, Apple will also need to provide accessories like head straps, light seals, and prescription lenses. Given the multiple sizes and configurations of the headset, additional storage space and demonstration areas will be required in stores.
Apple is taking steps to ensure that its retail employees are well-prepared to sell the Vision Pro. It plans to send at least two staff members from each store to its headquarters for training next month. During the two-day sessions, employees will learn about the functionalities of the Vision Pro and the key features to highlight when engaging with potential buyers. They will also receive training on how to ensure a comfortable fit for customers, including attaching the headband, prescription lenses, and light seal. Furthermore, employees will utilize an app to scan customers’ heads and verify the appropriate band and light seal size.
Compared to the launch of the Apple Watch, which involved media events to promote the device, the Vision Pro release is expected to be more low-key. This could be due to the Vision Pro’s high price point, limited availability in the U.S., and potential concerns over battery life and comfort. Manufacturing complexities may also limit initial supply, potentially causing delays in meeting consumer demand. Nevertheless, Apple remains optimistic about the future of mixed-reality products, with plans to develop more comfortable and affordable models in the pipeline.
Apart from targeting individual consumers, Apple aims to attract corporate customers and schools with the Vision Pro. However, this may prove challenging, as other headset makers such as Microsoft Corp. and Magic Leap Inc. have struggled to gain traction in these markets. Apple hopes that the Vision Pro will spark renewed interest in mixed reality, similar to how the Apple Watch revolutionized the usage of wristwatches.
In addition to the Vision Pro, Apple is already working on the next version of its operating system for the device, visionOS. This software update is set to be released later in 2024, alongside updates for Apple’s other major devices.
Apple expressed excitement about the future and the upcoming year in its note to developers, signaling the company’s commitment to innovation and advancements in mixed reality.
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1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it
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