Apple Inc. is intensifying efforts in the production of its highly anticipated Vision Pro mixed-reality headset, aiming for a grand debut by February, as disclosed by sources close to the matter.
The assembly lines in Chinese facilities have been operating at full capacity for several weeks, with the objective of having units ready for customers by the end of January and hitting the retail market the following month, insiders revealed.
In a recent development, Apple has reached out to software developers, urging them to prepare for the Vision Pro launch. An email encouraged developers to ensure their apps are compatible by testing them with the latest tools and submitting software for feedback—an unmistakable indication that the release is imminent.
The rollout of the Vision Pro is shaping up to be Apple’s most intricate product launch to date. It demands novel sales strategies and specialized equipment due to the headset’s customized components, requiring on-site assembly and packaging at the point of sale. Ensuring correct fitting to a user’s head is crucial, as improper adjustment may compromise content display and result in an uncomfortable user experience.
The Vision Pro marks Apple’s foray into a new product category since the introduction of smartwatches in 2015. The company faces the challenge of convincing consumers to embrace the concept of mixed reality, combining virtual and augmented reality. While Meta Platforms Inc. currently leads the market, widespread acceptance of its headsets remains elusive.
With a focus on creating a lasting impression, Apple is refurbishing its retail stores to accommodate Vision Pro inventory and new fixtures for the $3,500 device. Stores will also stock up on accessories such as head straps, light seals, and prescription lenses.
The Vision Pro’s various sizes and configurations necessitate additional storage space, prompting Apple to set up new demonstration areas and spaces for employees to box up headsets with correctly sized accessories.
Possible last-minute production hurdles could impact the planned timeline, although Apple has refrained from commenting on such matters.
To expedite store readiness, Apple is sending at least two staffers from each retail outlet to its headquarters for training sessions beginning in January. These two-day sessions, conducted in waves over several days, will equip employees to manage sales and instruct peers on marketing the product.
During these training sessions, retail employees will learn about the functionality of Vision Pro and which 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.
While Apple has traditionally held media events to tout new devices prior to release, the Vision Pro is expected to have a more subdued launch. After unveiling the product at its developers’ conference in June, Apple is likely to highlight additional features on its website.
The Vision Pro’s limited initial availability in the US, coupled with its high price, two-hour battery life, and reported discomfort during testing, may contribute to a more muted release. However, Apple envisions the Vision Pro as the first in a line of successful mixed-reality products, with plans already underway for more comfortable and lower-cost models.
In addition to consumer sales, Apple aims to target corporate customers and schools, although success in these markets is uncertain. The hope is that the Vision Pro, similar to the impact of the Apple Watch on wristwatches, will encourage consumers to reconsider mixed reality.
Apple is actively developing the next version of the device’s operating system, visionOS, expected to debut 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