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Apple announced the Vision Pro headset a few weeks back, ending years of speculation on the company’s augmented reality plans. The $3,500 headset is allegedly the most advanced piece of consumer electronics gear in the world. As you might expect, the retail experience for such a complicated product will be a bit of a pain. Stores are expected to carry hundreds or even thousands of accessories, and buyers will have to make an appointment at an Apple Store to get a Vision Pro.
According to a report from Bloomberg, Apple initially expected to produce millions of headsets in the first run, but it later scaled that back to 1 million due to the complexity of the hardware. The actual number has now fallen to just a few hundred thousand. Apple needs to include myriad sensors and chips to make the Vision Pro experience work, and the headset also sports 4K micro-OLED displays and curved circuit boards. No matter what accessories or add-ons a person may want, the base $3,500 headset is deviously complex.
Apple will set aside areas in its stores to demo and customize the Vision Pro, but this experience may not be available in all stores right away. It’s possible Vision Pro appointments will only be offered in large markets at first, but Apple does expect to sell the Vision Pro in all its 270 US locations in 2024.
When you make a Vision Pro appointment, the store’s goal will be to ensure you walk out with a headset that fits correctly and that you know how to use. It’s similar to Apple’s approach to selling the Apple Watch. Initially, the device was only available with a fitting appointment, which gave employees a chance to load people up with accessories.
Zeiss will make lens inserts for the Vision Pro so you don’t need to wear glasses, but Apple Stores may need to stock hundreds or thousands of them.
Credit: Zeiss
Apple is developing an iPhone app that will scan a person’s face to help them choose the right light blocker for their headset. Stores will have to carry multiple shapes and sizes of this component, and that’s just the tip of the iceberg. They’ll also need to stock alternative straps—Apple has supposedly realized that people with smaller heads would find the Vision Pro uncomfortable after about 30 minutes, and it’s working on new straps to counter that. There will also be cases, third-party front glass protectors, and Zeiss lens inserts. Bloomberg says the stores may need to carry thousands of lenses to account for all the different prescription combinations.
Apple has not provided a specific launch date, saying only that the headset will launch in the US in early 2024. Apple is considering international launch plans for later in the year, which could include Canada and the UK. Future Apple headsets (including a budget option) are reportedly in the works for 2026, and these may launch in more markets to start.
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