Apple is planning a retail launch of its Vision Pro headset with appointments and in-store promotion in select US markets early next year, underscoring the niche and complex nature of the mixed-reality device.
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The company is planning to create special areas with seating and demo units at stores in major US areas — such as New York and Los Angeles — before rolling them out nationwide, according to sources. Apple said it will offer the headset in other countries at the end of 2024.
The headset is Apple’s most significant product since the Apple Watch, but the $3,500 price point, unclear use cases and limited mixed-reality content selection means it will appeal to a small group of enthusiasts at the outset.