In a highly anticipated move, Apple has officially announced that its Vision Pro headset will be available for purchase in the United States starting February 2nd. The pre-order option, priced at $3,499 (£2,749), will be open to US customers from mid-January, although no specific date has been revealed for a UK launch.
A Significant Debut: First Major Product Since Apple Watch
This launch marks a milestone for Apple, being the first major product introduction since the debut of the Apple Watch back in 2015. The Vision Pro headset, a mixed-reality device, was officially unveiled by the company in June 2023 after years of speculation during its development.
Production Challenges: A Cut in Forecasts
However, the journey hasn’t been without hurdles. Apple, according to reports from the Financial Times, has downscaled its production forecasts significantly. Initial estimates of one million units have been slashed to 400,000 for the year 2024.
Features and Functionality: Storage and Eye-Tracking Precision
Alongside the release date announcement, Apple shared additional details about the Vision Pro. The device will come with 256GB of storage, and its eye-tracking technology is designed to operate efficiently by monitoring a single dominant eye. This accommodation is particularly beneficial for users with limited use of both eyes.
Setting It Apart: “Spatial Computing” Approach
Apple is keen on differentiating its headset from others on the market. In a directive to developers, the company advised them to brand their apps for the device as “spatial computing” rather than using terms like augmented reality (AR), virtual reality (VR), extended reality (XR), or mixed reality (MR).
Marketing Strategy: A Nostalgic Trailer
Accompanying the announcement, Apple released an online trailer reminiscent of the hype surrounding the iPhone launch in 2007. The trailer features characters from films donning the Vision Pro headset, hinting at Apple’s ambition to recreate the excitement and success of its iconic iPhone debut.
Market Impact: A Potential Multi-Billion Dollar Venture
The success of the Vision Pro could represent a substantial new source of revenue for Apple. However, the hefty price tag of $3,499 positions it as a luxury item, likely limiting its accessibility to affluent consumers rather than the broader population grappling with financial constraints.