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Apple has commenced preorders for its much-anticipated Vision Pro mixed-reality headset, priced at $3,499. Early indications suggest a strong response from buyers, with initial supplies quickly depleted. The device became available for purchase at 8 a.m. Eastern time on Apple's platforms, and delivery dates for all three models have already slipped to March 8-15 for online orders. While the swift sellout for in-store pickup on the first day at many locations suggests either high demand or limited supplies, or possibly a combination of both.
Apple introduced two additional configurations for the Vision Pro, offering a version with 512 gigabytes of storage for $3,699 and a top-end model with 1 terabyte of space for $3,899. The base model comes with 256 gigabytes of storage. Complementing the headset, Apple is offering accessories such as a carrying case for $199, additional batteries for $199, and extra bands priced at $99 each. However, the unique purchasing process involves customers using a recent iPhone or iPad to scan their head and, if necessary, provide a vision prescription.
While Apple typically refrains from commenting on the sales performance of new products, analysts predict a measured start for the Vision Pro. UBS Group AG analyst David Vogt anticipates Apple shipping 300,000 to 400,000 units this year, generating up to $1.4 billion. Despite the high price tag, Apple's sales expectations appear aligned with a slow and steady market entry.
Initially available exclusively in the U.S., Apple plans to extend the Vision Pro's availability to other markets, with the UK, Canada, and China among the first countries in line. Internally, Apple executives anticipate a strong opening weekend, with sales tapering off in the subsequent weeks. Positioned as one of the most expensive consumer headsets, the Vision Pro emphasizes its premium nature, contrasting with Meta Platforms Inc.'s latest device.
However, the unique fitting process, requiring a precise face scan for optimal light seal and strap size, poses a challenge for sharing the device with family and friends. The headset's weight has also raised concerns among some early testers, who find it cumbersome for extended periods.
