Apple Inc. is revving up production for its groundbreaking mixed-reality headset, Vision Pro, with the goal of a February launch, insiders reveal. The manufacturing, running at full throttle in Chinese facilities for several weeks, aims to have customer-ready units by end January, hitting retail markets the following month.
An email dispatched to developers signals the impending release, urging readiness for Vision Pro compatibility by testing apps with the latest tools. This marks Apple’s most intricate product launch, demanding novel sales strategies and equipment for the $3,500 device with customized components assembled and boxed at the point of sale.
The Vision Pro, Apple’s first new product category since 2015’s smartwatches, introduces mixed reality, merging virtual and augmented reality. Focused on a strong first impression, Apple enhances retail stores for Vision Pro, accommodating inventory, new fixtures, and accessories.
With varying sizes and configurations, Vision Pro requires expanded storage, new demonstration areas, and staff training. Apple aims to swiftly train retail staff, sending two staffers from each outlet to headquarters for two-day sessions starting January, ensuring a knowledgeable team for sales and product marketing.
The company plans a muted release, highlighting features online, recognizing Vision Pro’s hefty price, US exclusivity, two-hour battery life, and weight. Apple anticipates complexities in manufacturing, potentially facing high demand.
Vision Pro is the first in Apple’s mixed-reality product line, with plans for comfort-focused, cost-effective models. Corporate and educational markets are targeted, mirroring the Apple Watch’s impact on wristwatches. Development of Vision Pro’s operating system, visionOS, is underway, set to release in 2024.
Apple’s note to developers teases, “There’s so much more to come, and we can’t wait to see what the next year brings.”
Source: Bloomberg