Apple Inc. is reportedly accelerating the production of its highly anticipated Vision Pro mixed-reality headset, with a target launch date set for February, according to anonymous sources familiar with the matter. The new headset has been in full-scale manufacturing at facilities in China for several weeks. The company aims to have customer-ready units available by the end of January, with plans for a retail debut the following month.
To prepare for the imminent release, Apple sent an email to software developers encouraging them to test their apps with the latest tools and provide feedback to the company. This move signals that the launch is approaching.
The arrival of the Vision Pro will mark Apple's entry into a new product category since the introduction of its smartwatches in 2015. The company faces the challenge of convincing consumers about the concept of mixed reality, which combines elements of virtual reality and augmented reality. Meta Platforms Inc. currently dominates the mixed-reality headset market, but wider adoption has been a struggle.
Apple is keen on making a strong first impression with the Vision Pro launch. This involves enhancing its retail stores to accommodate inventory and new fixtures for the pricey $3,500 device. In addition to stocking up on headsets, stores will need accessories like head straps, light seals, and prescription lenses to accompany the main product.
With the Vision Pro available in multiple sizes and configurations, Apple requires additional storage space at its retail locations. The company also needs to create demonstration areas and prepare places for employees to assemble the headset with the correct accessories.
While last-minute production challenges or other issues could potentially alter the timeline, Apple is taking proactive steps to train its retail staff quickly. Beginning next month, the company will send two employees from each retail outlet to its headquarters for training sessions. These two-day sessions, scheduled to take place in waves over several days, will prepare the employees to manage Vision Pro sales at their respective stores and teach their colleagues about marketing the product effectively.
During the training sessions, retail employees will learn about the functionality of the Vision Pro and which features to highlight in conversations with potential buyers. They will be trained on how to properly attach the headband, optional prescription lenses, and the light seal to ensure optimal comfort and user experience. Apple is also developing an app that can scan customers' heads to determine the appropriate band and light seal, enhancing the fitting process. However, retail employees will still need to verify the app's recommendations during the sales process.
In contrast to Apple's past releases, such as the Apple Watch, which were accompanied by multiple media events, the Vision Pro launch is expected to be more low-key. This may be due to factors such as its premium price point and availability solely in the US initially. Moreover, potential consumers might be discouraged by the headset's two-hour battery life and reported discomfort during extended use.
Manufacturing the Vision Pro is a complex process, which may present challenges if there is high demand. The headset includes two ultrahigh-resolution displays, dual processors, and multiple external cameras, all of which must be flawlessly integrated into a curved shape. Apple may face supply constraints, potentially resulting in limited availability for several months if demand exceeds production capacity.
The Vision Pro will serve as the foundation for Apple's vision of an expanding line of mixed-reality products. The company is already working on developing more comfortable and affordable models, hoping to increase adoption of the concept. In addition to targeting consumers, Apple aims to penetrate the corporate and educational markets, though achieving success in these spaces is not guaranteed. Competitors like Microsoft Corp. and Magic Leap Inc. have struggled to gain traction in those sectors. Nevertheless, Apple believes that the Vision Pro, akin to how the Apple Watch revolutionized the wristwatch industry, can reshape perceptions and create new opportunities for mixed reality.
Looking ahead, Apple is already in the development phase of the next version of the headset's operating system, visionOS. This software update is expected to be released later in 2024 alongside operating system updates for Apple's other major devices.
In a statement to developers, Apple expressed excitement about the Vision Pro and the future, stating, "There's so much more to come, and we can't wait to see what the next year brings."