Apple rumoured to take a gradual in-store, rollout strategy for the Vision Pro

Photo: Apple

Apple's Vision Pro headset will reportedly launch in the US with in-store appointments and a head-scanning app. The mixed reality device will cost USD 3,500 and will be available in select Apple Stores in early 2024. Apple is also expected to expand its international availability later that year, starting with Canada and UK. According to Bloomberg's Mark Gurman, the company will adopt a gradual rollout strategy that resembles how it introduced the Apple Watch in 2015.

Customers who want to buy the Vision Pro will need to make an appointment at an Apple Store that has a designated area for demos and fittings. There, they will be able to try the device and get the right accessories, such as a light seal, a head strap, and optional prescription lenses. Apple will also ask them to provide their eyeglass prescriptions and use an iPhone app and a physical machine to scan their heads to ensure a snug fit and a clear view.

The appointment system and the head scanning app are meant to ensure that customers have a satisfying experience with the Vision Pro, which is expected to be a niche and complex product. The device weighs about 300 grams and has two 8K OLED displays, advanced sensors and cameras, spatial audio, and a custom chip. It will also require an iPhone for some functions.

Apple will initially offer the Vision Pro demo spaces only in major US markets like New York and Los Angeles, before expanding across the US. The device will also launch in other countries later in 2024, starting with Canada and UK, followed by France, Australia, Korea, Japan, Hong Kong, and mainland China.

Apple has also reportedly faced manufacturing challenges with the Vision Pro. It has lowered its sales target from 900,000 to 400,000 units for the first year, due to the high cost and low supply of OLED displays, according to the Financial Times.

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