Priced at $3500, product launch is expected to be Apple’s most complex yet, necessitating new sales strategies and equipment.
Apple Inc. is increasing the production of its Vision Pro mixed-reality headset, aiming for a launch by February. Production in China has already been in full swing for several weeks. The company’s target is to have units ready for customers by the end of January, with a retail debut scheduled for the following month.
The company also sent an email on Wednesday to software developers, urging them to prepare for the Vision Pro by testing their apps with the latest tools and submitting their software to Apple for feedback, indicating a near release.
Marking Apple’s first new product category since the introduction of smartwatches in 2015, the Vision Pro also represents the company’s foray into the mixed-reality market, a concept currently led by Meta Platforms Inc. Apple is reportedly focused on making a strong first impression, including updating its retail stores for the device, priced at $3,500, and ensuring adequate space for demonstrations and storage.
This launch is expected to be Apple’s most complex yet, necessitating new sales strategies and equipment. The headset, which needs to be fitted correctly for optimal use, involves customised components that are assembled and packaged at the point of sale.
To facilitate a smooth rollout, Apple is planning to train retail staff, with at least two employees from each store visiting the headquarters for training sessions starting in January. These sessions will cover the functions and features of the Vision Pro, as well as the necessary etiquette for fitting the device on customers.
The Vision Pro’s complex manufacturing process could also lead to supply shortages if demand is high. Apple is already working on more comfortable and affordable models to expand its mixed-reality product line. In addition to targeting consumers, the company aims to appeal to corporate clients and schools. Apple is also developing the next version of the device’s operating system, visionOS, set to be released in 2024, alongside updates for its other major devices.
