Apple Inc. is in high gear, intensifying the production of its cutting-edge mixed-reality headset, Vision Pro, with an anticipated launch in February, sources familiar with the matter report.
Overseas manufacturing, notably in China, is operating at maximum capacity for several weeks, insiders reveal. The aim is to have units ready for customers by the end of January, paving the way for a retail debut the following month.
In a recent move signaling the imminent release, Apple sent 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.
This launch marks Apple’s most intricate product introduction to date, demanding innovative sales strategies and specialized equipment. Vision Pro’s customized components require on-site assembly and packaging at the point of sale. Crucially, the fitting process is delicate; an improperly adjusted Vision Pro may compromise content display and feel uncomfortably heavy.
Vision Pro signifies Apple’s first foray into a new product category since its smartwatch debut in 2015. The company faces the challenge of persuading consumers to embrace mixed reality, seamlessly blending virtual and augmented reality. Although Meta Platforms Inc. currently leads the market, its headsets have struggled to gain mainstream acceptance.
To ensure a stellar first impression, Apple is revamping its retail stores to accommodate Vision Pro inventory and new fixtures for the $3,500 device. Aside from stocking up on headsets, stores will need accessories like head straps, light seals, and prescription lenses.
The multiple sizes and configurations of Vision Pro necessitate additional storage space, prompting the need for new demonstration areas and designated spaces for employees to facilitate seamless headset packaging with correctly sized accessories.
Possible last-minute production hiccups or snags could potentially alter the planned timeline, but Apple has not provided official comments on these matters.
In an effort to expedite store readiness, Apple is sending at least two staffers from each retail outlet to its headquarters next month for training sessions beginning in January. These two-day sessions will equip employees to manage sales and instruct peers in marketing the product.
During training in Cupertino, retail employees will learn about Vision Pro’s functionality and 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.
Apple plans an app to scan customers’ heads to determine the appropriate band and light seal, with retail employees confirming the app’s recommendations during the sale.
While Apple’s past product launches involved media events, the Vision Pro is expected to be unveiled at its developers’ conference in June, with additional features highlighted on its website.
Possible reasons for this more subdued release include the Vision Pro’s high price, initial availability restricted to the US, and concerns about the product’s two-hour battery life and weight.
Despite potential challenges, Apple envisions the Vision Pro as the first in a line of successful mixed-reality products, actively working on more comfortable and lower-cost models.
In addition to consumer sales, Apple aims to target corporate customers and schools. The company is already developing the next version of the device’s operating system, visionOS, set to debut in 2024 alongside operating systems tied to Apple’s other major devices.
In a note to developers, Apple expressed excitement, stating, “There’s so much more to come, and we can’t wait to see what the next year brings.”
Source: Bloomberg