Apple’s recent foray into a new product category, the Vision Pro mixed reality headset, has generated considerable buzz. Priced at $3,499, there have been discussions about how this high price point might impact sales. However, a leaked report by Bloomberg’s Mark Gurman sheds light on Apple’s plans to address this challenge.
According to Gurman, Apple intends to adopt a slow, appointment-only rollout strategy for Vision Pro. While the headset was unveiled recently, it won’t be available for shipping until early 2024, indicating Apple’s intention to take a different approach with this product.
To offer customers an immersive and tailored buying experience, Apple plans to create dedicated areas within its stores for customers interested in purchasing the Vision Pro headset. These specialized sections will include seating, headset demo units, and tools for sizing accessories. Initially, the rollout will be staggered, with major cities such as New York and Los Angeles getting the first access, followed by a nationwide expansion.
The gradual release approach also means the headset will only be available occasionally. Apple is reportedly considering the UK and Canada for the initial launch, followed by Asia and Europe. Moreover, localization efforts are underway to cater to specific markets such as France, Germany, Australia, China, Hong Kong, Japan, and Korea.
While Apple aims to provide an exclusive offline experience, the Vision Pro headset will also be available online. However, the in-store experience will be more extensive and immersive. Apple will require customers to make an appointment for in-store purchases, a strategy previously used for the Apple Watch in 2015. This approach ensures that customers leave with a properly fitted product. Additionally, users may be asked to provide their vision prescription for lens inserts through an online portal if necessary.
The debut of the Vision Pro poses logistical challenges for Apple, considering its anticipated launch in early 2024 alongside the company’s flagship iPhones. However, Apple aims to make the Vision Pro headset successful in the market by implementing a unique sales strategy and considering customer satisfaction.