Apple's long-awaited mixed reality (MR) headset Vision Pro finally went up for pre-order on Friday, putting consumer demand for the $3,499 device to the test. The company also revealed two additional model configurations, one with 512GB of storage for $3,699 and a higher-end model with 1TB of storage for $3,899. The storage space of the basic model is 256GB. Apple also said that the storage bag will cost $199, a spare battery will cost $199, and an additional headband will cost $99.
The product will go on sale on Apple's website and its online store app at 8 a.m. ET. The first batch of VisionPro orders are scheduled for delivery on February 2. However, the delivery dates for online orders for all three models were quickly pushed back to March 8-15, and many stores ran out of stock for pickup on the first day. Delayed deliveries indicate either strong demand or limited supply, or something in between.
VisionPro's purchasing process is unique. Customers need to use a newer iPhone or iPad to scan their face and provide a vision reading if necessary. Apple typically doesn't comment on the sales performance of new products.
Wall Street analysts predict the device will be slow to sell initially. UBS analyst David Vogt expects Apple to ship 300,000 to 400,000 headsets this year, generating revenue of $1.4 billion. For a company that had sales of $383 billion last year, that number is "irrelevant."
Apple initially plans to sell Vision Pro only in the United States, but will launch it in other markets in the coming months. It was previously reported that the first countries to be listed may include the United Kingdom, Canada and China.
Early supply of products with complex manufacturing processes may be limited. The headset's dual 4K resolution displays had some production problems before. But Apple has been ramping up production for months, suggesting the company may be able to meet initial demand. And employees can also get a 25% discount, indicating that supply is not too tight.
Inside Apple, executives expect strong weekend sales before tapering off later. At $3,499, the Vision Pro is one of the most expensive consumer headsets ever made, about six times more expensive than the latest device from VR market leader Meta.
VisionPro will also be a difficult product to share with family and friends. It has a precise sizing process to ensure a good experience. The facial scan is designed to determine the optimal light seal and headgear size for the user. The company prepares 25 different light seals, as well as two headbands. Prescription lenses can also be inserted into the headset for an additional fee.
For some people, wearing the headset for too long may cause difficulty. In early testing, some users reported that the headset was too heavy.
Another concern is the lack of support for top streaming apps. Neither Netflix, Spotify nor YouTube plan to develop separate apps for the device, at least not when the headset is launched.
But Apple has carefully adjusted its marketing plan for the headset. When consumers try it out at an Apple store, they can see a 25-minute demo to get familiar with the 3D experience the company calls "spatial computing."
VisionPro prescription lens insertion locations
Apple has also developed an interface that does not require handheld accessories and tracks eye movement and gestures. Users can control the device by looking at images on the screen and pinching their fingers.