Apple said to tread carefully with Vision Pro, have appointment-only launch
Justin Sullivan
After Apple (NASDAQ:AAPL) unveiled the Vision Pro last month, marking its first new product category in nearly a decade, the tech giant may be treading carefully with how its customers experience the device.
Cupertino, California-based Apple (AAPL) is likely to launch the Vision Pro headset in its stores with an appointment-only approach in certain U.S. markets, Bloomberg reported, citing people with knowledge of the plans.
The device will be sold at all of Apple's (AAPL) U.S. stores, but there will be dedicated sections of stores in markets such as New York and Los Angeles with seating, demo units and tools to accessorize the device, the news outlet added. These sections will eventually be launched across the country.
Appointments will also likely be required to purchase the Vision Pro, akin to how Apple launched the Apple Watch several years ago.
The Vision Pro will launch in the U.S. first and come to other countries before the end of next year, with the U.K. and Canada being discussed as the first international markets, Bloomberg added.
The spatial computing device will also be sold on Apple's U.S. website before coming to other online stores across the globe.
Apple (AAPL) did not immediately respond to a request for comment from Seeking Alpha.
Earlier this week, it was reported that Apple (AAPL) had cut its internal sales targets for the Vision Pro amid production woes and now expects to make less than 400,000 units of the $3,500 device next year.
Last month, Apple (AAPL) started rolling out new software and developer tools to create apps for the Vision Pro.
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