Apple Inc. is intensifying the production of its groundbreaking mixed-reality headset, Vision Pro, with a planned launch in February. Operational facilities in China have been operating at full capacity for weeks, aiming to have customer-ready units by the end of January and hit retail markets the following month.
An email to software developers on Wednesday urging readiness for Vision Pro compatibility indicates an imminent release. This launch will be Apple’s most intricate yet, demanding novel sales strategies and equipment due to the headset’s customized components requiring on-site assembly. Proper fitting is crucial; an improperly adjusted Vision Pro may compromise content display and user comfort.
Marking Apple’s first product category expansion since smartwatches in 2015, Vision Pro introduces consumers to mixed reality, blending virtual and augmented reality. Despite Meta Platforms Inc.’s current market lead, Apple faces the challenge of mainstream acceptance. To ensure a stellar first impression, Apple is enhancing retail stores to accommodate the $3,500 device, stocking up on headsets, and preparing accessories.
Vision Pro’s multiple sizes and configurations necessitate additional storage space, requiring new demonstration areas. Apple is dispatching staff for training sessions in January, teaching employees the device’s features and proper fitting, along with new etiquette for a comfortable customer experience.
While the Vision Pro’s price and initial US-exclusive availability may limit consumer access, Apple envisions it as the first of many successful mixed-reality products. The company is developing more comfortable and cost-effective models, targeting corporate customers and schools.
The anticipated muted release strategy may be attributed to potential consumer reservations about the product’s weight and battery life, along with manufacturing complexities. Apple’s strategic move involves a gradual rollout, starting with unveiling at its developers’ conference in June and highlighting additional features on its website.
Despite possible challenges, Apple is optimistic, developing the next version of the device’s operating system, visionOS, expected in 2024, along with operating systems for other major Apple devices.
Source: Bloomberg
