Apple Inc. is gearing up for the imminent launch of its revolutionary mixed-reality headset, Vision Pro, with overseas manufacturing operating at full tilt, aiming for a February debut. Insider sources reveal that production has surged in Chinese facilities over the past several weeks, with the goal of having customer-bound units ready by the end of January and hitting the retail market the following month.
To signal the impending release, Apple recently dispatched emails to software developers, urging them to prepare for Vision Pro compatibility by testing their apps with the latest tools and submitting software for Apple’s feedback—a clear indicator of the product’s impending arrival.
The forthcoming rollout represents one of Apple’s most intricate product launches, demanding novel sales strategies and specialized equipment. The headset’s bespoke components require on-site assembly and packaging at the point of sale. Precise fitting is crucial; an improperly adjusted Vision Pro may compromise content display and result in discomfort for users due to added weight.
The Vision Pro marks Apple’s first venture into a new product category since the introduction of smartwatches in 2015. The company faces the challenge of convincing consumers to embrace the concept of mixed reality, seamlessly blending virtual and augmented reality. While Meta Platforms Inc. currently leads the market, its headsets have grappled with mainstream acceptance.
Ensuring a stellar first impression, Apple is revamping its retail stores to accommodate Vision Pro inventory and new fixtures for the $3,500 device. In addition to stocking up on headsets, stores will need to prepare accessories such as head straps, light seals, and prescription lenses.
Given Vision Pro’s multiple sizes and configurations, Apple anticipates the need for expanded storage space, requiring new demonstration areas and locations for employees to facilitate seamless headset packaging with correctly sized accessories.
Possible last-minute production hiccups or snags could potentially alter the planned timeline. Apple has not provided official comments on these matters.
To expedite store readiness, Apple is dispatching at least two staffers from each retail outlet to its headquarters for training sessions beginning in January. These two-day sessions will be conducted in waves over several days, equipping employees to manage sales and instruct peers in marketing the product.
During these training sessions, retail employees will learn about the functionality of Vision Pro and which features to highlight in conversations with potential buyers. They will be trained in attaching the headband, optional prescription lenses, and the light seal, crucial for blocking external light and enhancing the user experience.
The Vision Pro, initially expected to be a US-exclusive product with a hefty price tag, two-hour battery life, and reported discomfort in testing, poses manufacturing complexities. Apple envisions Vision Pro as the first in a line of successful mixed-reality products. The company is already working on more comfortable and lower-cost models to broaden its appeal.
Beyond consumer sales, Apple aims to target corporate customers and schools, although success in these markets is not guaranteed, given previous challenges faced by headset makers. The hope is that Vision Pro, akin to the Apple Watch’s impact on wristwatches, will encourage consumers to reconsider mixed reality.
Apple is also actively developing the next version of the device’s operating system, visionOS, set to debut in 2024, along with operating systems tied to other major Apple devices.
In a note to developers, Apple expressed anticipation for the future, teasing, “There’s so much more to come, and we can’t wait to see what the next year brings.”
Source: Bloomberg