According to Bloomberg reporter Mark Gurman, Apple is anticipating the launch of its Vision Pro headsets in the US market by early 2024. Initially, Apple Stores in major regions such as New York and Los Angeles will offer physical demonstrations in designated areas, which will later expand to all Apple Stores nationwide.
Furthermore, Apple plans to introduce Vision Pro to the global market by the end of 2024. Discussions have already begun regarding the first countries, outside the US, to receive the product, with the United Kingdom and Canada being considered, followed by France, Germany, Australia, China, Japan, and South Korea. However, due to limited supply and the expensive nature of the equipment, Apple will initially provide 1-2 sets of Vision Pro for display and experience in their stores. Apple will not engage in third-party distribution until at least 2025.
Apple intends to offer the Vision Pro by appointment only, utilizing a face-scanning app to suggest suitable accessories. The company will gradually introduce new Vision Pro experience zones in its retail stores, starting in major cities. While the device can also be purchased online, in-store purchases may provide a smoother experience. Some users may encounter difficulties when using head measurement apps themselves or prefer to obtain the headset, light seal, prescription lenses, and headgear all at once, rather than waiting for delivery. This appointment strategy draws parallels to the launch of the Apple Watch in 2015 but with some differences. Unlike the Apple Watch, which debuted in multiple countries simultaneously, the Vision Pro will expand to international markets later, beginning with discussions on availability in Canada and the United Kingdom, followed by France, Australia, South Korea, Japan, Hong Kong, and mainland China.
Apple Vision Pro has a long way to pass
Unlike the iPhone and iPad, the Vision Pro headset is not expected to significantly impact Apple’s business for several years. The launch price is as high as $3,500. While the iPhone and iPad quickly became significant revenue generators for Apple, it took longer for devices like the iPod and Apple Watch to achieve success. The Vision Pro may similarly require more time to become relevant to Apple’s overall business impact.
The Vision Pro represents Apple’s first venture into mixed reality, allowing users to experience virtual elements in the real world or fully immerse themselves in virtual environments. Equipped with a high-resolution display, advanced sensors, a high-performance processor, and a self-contained battery, the headset seamlessly integrates with devices such as the iPhone, iPad, and Mac, providing various applications for work, education, entertainment, and gaming.
Apple’s sales forecast for the Vision Pro has undergone multiple reductions. Originally aiming to sell millions of units in the first year, the forecast has been revised down to 3 million to 4 million units, then to 1 million units, and now to only 400,000 to 500,000 units. With an average selling price of $3,700, the estimated revenue for the first year amounts to approximately $1.5 billion. To reach the scale of the iPad, the category would need to grow 20-fold to around 8 million units. However, given the device’s current limitations and high price, achieving such growth seems highly unlikely in the foreseeable future.
Apple does have plans for a follow-up version of the Vision Pro, aiming for a thinner, more powerful, and affordable device. However, it will require considerable time and effort to make this new type of device widely accepted by the general consumer market. Unless Apple manages to bring down the price to iPhone levels and significantly reduce the form factor to the size of glasses, the Vision Pro is expected to remain a niche product.
