Those hoping to buy the Vision Pro headset will need to head to an Apple Store.
“There’s never been a product like the Vision Pro, and so we’re purposely bringing it out in our stores only, so we can put a great deal of attention on the last mile of it,” Apple CEO Tim Cook said during this week’s earnings call.
Cook added: “We’ll be offering demos in stores and it will be a very different process than the normal grab-and-go kind of process.”
Cook confirmed in a September interview with CBS that the Vision Pro is still on track to launch in 2024, but Apple has not made an official announcement about when the Vision Pro will launch.
That plan mirrors what we heard from Bloomberg’s Mark Gurman in July, when he said Apple would be requiring customers to make an appointment at one of its retail stores to purchase the device. The strategy is similar to how it launched the original Apple Watch in 2015.
At the time, Gurman also suggested Apple planned to roll out the Vision Pro first in major markets such as Los Angeles and New York before expanding it to other parts of the country.
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Beyond demoing the new equipment, an in-store appointment helps ensure that customers receive a pair of goggles that fit them correctly, it also allows Apple to assist customers who need to add prescription lenses to the product.
The device is expected to retail for $3,500 and initially be available in limited quantities.
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