Apple is busy prepping things up for the February launch of the Vision Pro mixed-reality headset, according to a new Bloomberg report by Mark Gurman, which revealed that the company is boosting its production in China for several weeks. Customer-bound units are expected to be readied by the end of January, with the launch planned for the following month.
Software developers on Wednesday received an email via Appleencouraging them to “get ready” for the upcoming headset by testing their apps for the platform – yet another sign of the nearing release. The report then went on to talk about the challenges Apple is facing with the Vision Pro and how it’s getting stores up to speed.
In preparation for the launch, Apple is having at least two retail staffers from each store attend two-day training workshops at its Cupertino HQ starting in January. Trainees will then spearhead their store’s Vision Pro sales and train other employees back home. The sessions will cover the headset’s features and ideal sales messaging. But staff will also learn specifics around customer etiquette – like how to gently place the device on shoppers’ heads while making them feel at ease. An Apple app that scans heads to recommend correct accessory sizes will aid the process.
Getting the Vision Pro into customers’ hands will involve an elaborate rollout across Apple’s retail stores. The report says that Apple is working on upgrading its stores with additional room for the various accessories the Vision Pro will support like prescription lenses and light seals that come with multiple size options.
Unlike the hype leading up to the Apple Watch release with multiple preview events, Vision Pro news post its June developers conference debut has been comparatively muted. The report says that unlike the Apple Watch which saw two events precede the release, the days leading up to the Vision Pro’s launch will be quieter. Apple will also highlight any additional features about the product on its website rather than flashy launches.
The $3,500 price tag itself and US-only initial availability likely warrant a more lowkey entrance, according to the report. And production complexity leading to possible short supply also calls for conservative expectations. Apple is reportedly already working on more comfortable subsequent editions to ultimately drive mass adoption.
Consumer sales aside, Apple sees prospects for Vision Pro in corporate settings and schools – markets where previous AR attempts have largely flopped. The goal reportedly is to replicate the Apple Watch’s eventual mainstream appeal and become integral to business and learning workflows.
The Vision Pro launch will set the stage for the first of several more new Apple mixed reality gadgets if all goes to plan. The company is also reportedly working on the next iteration of visionOS, the operating system that powers the headset. This update should arrive later in 2024, alongside the next updates to Apple’s other devices.
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First published on: 21-12-2023 at 2:30 PM IST
