Apple is venturing into the Vision Pro market with its innovative virtual and augmented reality helmet. Priced at $3,500, the device is expected to be available for sale at the beginning of next year, although its availability will be limited.
According to a report by Bloomberg, purchasing the Vision Pro will involve a special procedure. Buyers will need to make an appointment and have their head size measured using specialized equipment and an iPhone application to select a suitable rim and seal. Those who prefer to order online can scan their heads using an application. Buyers who wear glasses will need to provide their prescription data for the helmet to be equipped with appropriate lenses.
While Apple plans to release the Vision Pro in all its 270 stores across the United States, demonstration stands will only be installed in major city regions like New York and Los Angeles. Online purchase options will not be available until 2025, requiring the first buyers to visit the nearest store.
This launch strategy is officially stated to provide developers with time to create high-quality software. However, it is possible that production problems were the true cause. Apple has reportedly decreased its Vision Pro production targets by almost 90%, from 1 million units to 130-150 thousand units in the first year.
Initially, sales in the United States will be limited, with international sales starting at the end of 2024. The UK and Canada are expected to be the first markets outside the United States, followed by Asia and Europe. Localization efforts for French, German, Chinese, Japanese, and Korean languages are already underway.
Rumors suggest that Apple has also postponed the launch of more affordable Vision Pro models until 2025. This move towards “spatial computers” appears to be a strategy primarily targeted at early buyers and enthusiasts. The question of whether there are compelling use cases for virtual and augmented reality helmets beyond 3D media remains unanswered.