Apple’s Vision Pro headset is expected to launch in the United States early in 2024. Apple is also discussing a launch in Canada and the United Kingdom by the end of next year although “a final decision hasn’t been made,” sources tell Bloomberg‘s Mark Gurman.
Gurman says Apple is hoping to release the Vision Pro in Europe and Asia soon after. Apple engineers are working to localize the device for France, Germany, Australia, China, Hong Kong, Japan, and Korea.
Apple is preparing for the U.S. launch of its Vision Pro headset, with plans in place for special areas in Apple retail stores where customers can become familiar with the new $3,500 device. Most stores will likely have only one or two demonstration headsets, due to limited supply and the high cost of the devices. Apple is expected to have headbands and light seals available in multiple different sizes.
The company will designate special areas in the stores with seating, headset demo units and tools to size accessories for buyers. While the device will be sold at all of Apple’s roughly 270 US locations, the company is planning the sections for the Vision Pro initially at stores in major areas — such as New York and Los Angeles — before rolling them out nationwide, according to people with knowledge of the plans.
Gurman says in-store buyers will need to make an appointment to purchase the Vision Pro. This strategy is similar to the one used for the Apple Watch’s debut in 2015. The appointment will consist of staff ensuring the device is the correct fit for them, possibly using an iPhone app that scans a person’s head. Users will also be asked in advance to provide any ophthalmic prescriptions via an online portal so that the right lens inserts will be available at the appointment.
Gurman says Apple doesn’t have any plans to partner with third-party retailers to offer the Vision Pro until 2025 or so. This is due to multiple factors, including the staff training needed to handle the device properly and advising customers.
