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Apple’s highly anticipated mixed reality headset, the Vision Pro, is set to make its debut in the United States early next year. According to Mark Gurman, sources reveal that Apple is in discussions to bring this groundbreaking device to international markets, with the United Kingdom and Canada being the potential first recipients by the end of 2024. However, it’s important to note that a final decision has not been made yet.
Gurman’s latest report sheds light on Apple’s plans to expand the availability of the Vision Pro to other regions, including Europe and Asia, shortly after its initial launch. Apple engineers are actively working on localizing the device for countries such as France, Germany, Australia, China, Hong Kong, Japan, and Korea. This move showcases Apple’s commitment to offering a global audience an immersive mixed-reality experience.
In terms of availability, Apple intends to sell the Vision Pro through its U.S. online store at the beginning of 2024, with plans to expand its online presence to other regions in due course. This strategic approach allows Apple to create a strong initial presence while ensuring a gradual and efficient expansion.
Preparing for the retail launch of the Vision Pro in the U.S., Apple is planning dedicated areas within its stores to provide customers with the opportunity to familiarize themselves with the device. These specialized sections will feature seating, demo units of the headset, and tools to help customers find the perfect fit for their needs. Due to limited supply and the high cost of the devices, initial store stock is expected to include only one to two demo units. Additionally, Apple plans to offer headbands and light seals in multiple sizes, accommodating various head shapes and sizes. The company’s aim is to create an unparalleled in-store experience for potential buyers.
According to insider information, Apple intends to implement a reservation system similar to the one used for the Apple Watch in 2015. In-store buyers will be requested to schedule an appointment to purchase the Vision Pro, ensuring personalized assistance from staff to ensure the device is the perfect fit. To streamline the process, Apple plans to collect ophthalmic prescriptions from users in advance via an online portal, allowing the availability of the correct lens inserts during the appointment.
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Apple is also actively developing an iPhone app that will scan a person’s head to facilitate a more accurate fit. In addition, a physical machine is being designed to calculate similar measurements. This innovative approach aims to enhance the convenience and accuracy of sizing the accessory. Even online purchasers will have access to these features, as they will be prompted to upload any eye prescription data and utilize the face scan app to determine the ideal accessory size.
Regarding distribution, Apple has decided not to partner with third-party resellers to offer the Vision Pro until at least 2025. This decision stems from the complex supply chain logistics and specialized staff training required to handle the device and provide expert guidance to customers. Apple wants to ensure a seamless customer experience, which is best achieved through direct sales and support.
