Apple to Offer Vision Pro Headset Through Appointment-Only Sales

According to Bloomberg‘s Mark Gurman, Apple intends to introduce its Vision Pro headset, priced at $3,500, in a phased manner, beginning in the US with scheduled demonstrations in specific Apple Store locations. This gradual approach aligns with the specialized and intricate characteristics of the mixed reality headset, mirroring Apple’s initial strategy with the launch of the Watch in 2015.

Apple is pushing for meetings to try to buy the Vision Pro, just as it did with the Apple Watch, according to people familiar with the matter. It also asks potential buyers to submit their eyeglass prescription. Special areas will be created in stores that offer demo Vision Pro equipment, seats and tools to size accessories.

The primary goal is to ensure that customers leave with headphones that fit properly and provide clear visibility. It’s even developed an iPhone app and a physical machine that scans your head to ensure a tight seal that keeps the light out. Apple may also be developing another strap to make the headset more comfortable for people with smaller heads.

Vision Pro demo rooms will initially be available only in stores in major US markets such as New York and Los Angeles before eventually rolling out across the US. It will arrive in other countries in late 2024, possibly starting with the UK and Canada, followed shortly by Europe and Asia.

The Vision Pro is Apple’s most important product in years, but also one of the most complex devices it has ever built. It’s also much more expensive than other consumer VR headsets. To that end, Apple is no doubt counting on the Vision Pro to get mainstream consumers excited about the idea of mixed reality.

In our hands-on preview, we found the device to be a great experience, offering “an equal sense of immersion, screens sharp enough to read web page text, and an intuitive gesture-based interface,” according to Engadet’s Devindra Hardawar. . However, he was also concerned about the loneliness of using a mixed reality headset, especially for socially oriented activities such as watching movies.

Apple has also reportedly had manufacturing issues and is expected to sell just 900,000 units in the headset’s first year. However, even this modest target has been cut by more than half to 400,000 units because of the small and expensive OLED screens, the Financial Times reported yesterday.