Zhitong Finance and Economics learned that according to people familiar with the matter, Apple (AAPLUS) is accelerating production of the Vision Pro mixed reality headset in preparation for its release in February. Production of the new headset is going at full speed at the factory in China and has been going on for several weeks. The goal is to have a consumer-ready product ready by the end of January, followed by a retail premiere next month.
In addition, Apple sent an email to software developers on Wednesday encouraging them to test apps with the latest tools and send the software to Apple for feedback in preparation for the Vision Pro. This is another sign that it is about to be released.
It is understood that the product released this time will be Apple's most complex to date, requiring a completely new sales strategy and equipment. The headset has custom components that need to be assembled and boxed at the point of sale. It's also a delicate process. If the Vision Pro does not fit the user's head correctly, the device will not display content correctly and may feel extra heavy.
But at the same time, the Vision Pro also marks Apple's first new product category since it began selling smartwatches in 2015, so the company is under additional pressure to market consumers an already novel concept: mixed reality, which blends virtual reality and augmented reality. The current market leader is Meta Platforms (Metaus), but its headset failed to gain mainstream acceptance.
Vision Pro launch ready: training, beautify retail stores and new accessories.
Apple focuses on making a good first impression. That included beautifying its retail stores, making room for $3,500 equipment and new stands. In addition to stocking headsets, stores also need accessories such as headbands, light seals, and prescription lenses.
The Vision Pro's multiple sizes and configurations will require more storage space. Apple also needed a new demo area and a place for employees to assemble the right-sized accessories.
Of course, last-minute production issues or other hurdles can delay the planned timeline. A spokesman for Cupertino, Calif.-based Apple declined to comment.
In order to quickly adapt the stores, Apple will send at least two employees from each retail store to the headquarters for training next month. The two-day training will begin in the first week of January and will be delivered in batches over several days. These employees will be responsible for managing the sales of the device in their stores and teaching colleagues how to promote the product.
At the training session in Cupertino, retail employees will learn about the features of the Vision Pro and which of its features should be highlighted in conversations with potential buyers. They will learn how to Xi a headband, optional prescription lenses, and a light seal, the latter of which is used to prevent outside light from ruining the experience.
In addition, they need to learn Xi new types of etiquette, such as how to place devices on people's heads and install gaskets around their faces while ensuring customer comfort. Apple plans to develop an app for its devices that can scan a customer's head to determine what kind of headband and light seal they should use. But retail employees need to confirm that the app's recommendations are correct during the sales process.
Vision Pro's cautious launch strategy and future outlook.
When Apple launched the Apple Watch eight years ago, it held two ** events to promote the device. But Vision Pro is unlikely to do that. After showcasing the product for the first time at its developer conference in June, Apple is expected to highlight any extra features on its **.
There could be several reasons for this more low-key release. First of all, given its high price**, the Vision Pro is out of reach for many consumers and will only be available in the United States initially. Shoppers may also be uncomfortable with the product's two-hour battery life and weight, with some testers finding it uncomfortable.
Its manufacture is also complicated. So, if consumers do flock to the device, Apple may find itself unable to make enough units for months. The headset includes two ultra-high-resolution displays, two processors, and multiple external cameras. All of these components had to fit into a curved shape that needed to be manufactured flawlessly.
Vision Pro is just the first of a line of mixed reality products that Apple hopes will become increasingly successful. The company is already developing more comfortable and lower-cost models, which may help popularize the concept.
In addition to selling devices to consumers, Apple plans to target two key areas: enterprise customers and schools. But that's not a sure thing. Microsoft, Magic Leap Incand other headset manufacturers working hard to succeed in these markets. Hopefully, the Vision Pro will make customers revisit the concept as the Apple Watch did with the watch.
The company is also working on the next version of the device's operating system, VisionOS. The software is expected to roll out later in 2024 alongside the operating systems of Apple's other major devices.
In a notice to developers on Wednesday, Apple said: "There's more great content to come, and we can't wait to see what comes next year." ”