Apple Inc. is in high gear, intensifying production of its groundbreaking mixed-reality headset, the Vision Pro, with an anticipated launch scheduled for February, according to undisclosed sources.
The manufacturing pace is at full throttle in Chinese facilities, having maintained this momentum for several weeks, insiders reported. The ambitious objective is to have units ready for customers by the end of January, culminating in the retail release the following month.
As a precursor to the imminent launch, Apple recently reached out to software developers, exhorting them to “get ready” for the Vision Pro. This includes testing apps with the latest tools and submitting software for feedback, underscoring the imminent release.
The impending rollout stands as Apple’s most intricate product launch to date, demanding innovative sales strategies and new equipment. The headset’s bespoke components necessitate on-site assembly and point-of-sale packaging—a meticulous process. Proper fitting is critical; an ill-fitted Vision Pro may compromise content display and cause discomfort due to added weight.
The Vision Pro marks Apple’s foray into a novel product category since the introduction of smartwatches in 2015. The company shoulders the added pressure of persuading consumers to embrace mixed reality—a fusion of virtual and augmented reality. While Meta Platforms Inc. currently leads the market, its headsets grapple with mainstream acceptance.
Apple is meticulously preparing to make a lasting impression, refurbishing retail stores to accommodate Vision Pro inventory and new fixtures for the $3,500 device. Beyond headsets, stores will stock accessories like head straps, light seals, and prescription lenses.
Given the Vision Pro’s varied sizes and configurations, Apple anticipates the need for expanded storage space, requiring new demonstration areas and facilities for employees to seamlessly package headsets with correctly sized accessories.
Potential last-minute production hiccups could, of course, alter the planned timeline. A spokesperson for Cupertino-based Apple declined to comment on these speculations.
To expedite store readiness, Apple is sending at least two staffers from each retail outlet to its headquarters next month for training. The two-day sessions commence in early January in waves over several days, empowering employees to manage sales, instruct peers in marketing, and ensure a successful product launch.
During training in Cupertino, retail employees will learn the intricacies of Vision Pro functionality and features to highlight in buyer conversations. This encompasses attaching the headband, optional prescription lenses, and the light seal, which prevents external light from affecting the user experience.
In addition to technical know-how, employees will acquire new etiquette, such as correctly placing the device on a user’s head and fitting cushions for comfort. Apple plans to introduce an app that scans customers’ heads, determining the appropriate band and light seal. Retail employees will verify that the app’s recommendations align with customer needs during the sale.
In contrast to the elaborate media events held for the Apple Watch launch eight years ago, Apple is unlikely to follow a similar path with the Vision Pro. Following the product’s unveiling at the June developers’ conference, Apple is expected to showcase additional features on its website.
The Vision Pro’s muted release may stem from several factors: its high price, initial availability limited to the US, potential reservations about its two-hour battery life, and reported discomfort during testing.
Manufacturing complexity adds another layer. If consumer demand surges, Apple might face challenges meeting production requirements for several months. The headset includes two ultrahigh-resolution displays, two processors, and multiple external cameras—all fitting into a curved shape without imperfections.
The Vision Pro is the inaugural product in Apple’s envisioned line of mixed-reality devices. Apple is concurrently developing more comfortable and cost-effective models to broaden consumer appeal.
Beyond consumer sales, Apple eyes corporate customers and schools, albeit success is uncertain, given challenges faced by other headset makers. The Vision Pro, like the Apple Watch did for wristwatches, aims to reshape consumer perspectives on mixed reality.
Apple is actively developing the next version of the device’s operating system, visionOS, slated for release in 2024, along with operating systems tied to other major Apple devices.
In a note to developers, Apple expressed anticipation for the future, stating, “There’s so much more to come, and we can’t wait to see what the next year brings.”
Source: Bloomberg
