Apple's Vision Pro Headset to Launch in US by Appointment Only

In June, Apple released the highly anticipated Vision Pro headset, which is being touted as the company's most important product since the Apple Watch. Apple is set to launch its highly anticipated Vision Pro headset in the US early next year, but sales will be by appointment only during the initial stages. Apple will designate a dedicated area in stores to provide customers with an immersive experience and help them choose the right headset and accessories, including the headband and Light Seal, which is made of soft textile and available in a range of shapes and sizes to fit the user's face precisely.

To ensure customers choose the right Light Seal, Apple plans to develop a face scanning app that can assist users in selecting the most suitable option for their face. For online appointments, users will need to upload relevant hyperopia/myopia prescription data and use the face scanning app to determine the size of the accessory. This will make the Vision Pro Apple's most challenging product to sell, requiring the company to sort out supply chain logistics, train salespeople to set up the device, and teach customers how to use it.

Due to limited supply and high equipment costs, most stores may only offer one or two demo units at first, with Apple prioritizing sales in major cities such as New York and Los Angeles before rolling it out to 270 stores across the US. Third-party resellers won't sell the Vision Pro until at least 2025. Apple is discussing the UK and Canada as the first international markets, followed by expansion to Asia and Europe. However, the company is currently reducing production targets as manufacturers struggle to adapt to its complex design.

With the expensive price of $3,500, limited content selection, and the nascent nature of the technology, Apple's Vision Pro is unlikely to appeal to the mass market during its initial release. While it's expected to attract a small number of enthusiasts, Apple is already working on a cheaper version and a second-generation Pro model slated for release in 2026 to expand its appeal.