If you’re planning on purchasing Apple’s new $3,500 Vision Pro headset you should also be prepared to visit your local Apple Store.
Rather than allow customers to simply buy the device online, in its early days Apple will instead require customers to make an appointment at one of the company’s retail stores, similar to the strategy it used when launching the original Apple Watch in 2015. That means not only will you need to visit a store to make a purchase, you’ll also need to plan to spend a bit of time there.
According to Bloomberg(Opens in a new window), Apple plans to have a slow rollout of the device in early 2024, with sales starting in major cities such as New York and Los Angeles before expanding to the rest of the country. Online sales will also eventually arrive next year, while sales outside North America aren’t expected to start until the end of the year, although a final decision has yet to be made.
The Vision Pro was unveiled in June at Apple’s Worldwide Developers Conference. Reminiscent of Google Glass, the mixed-reality device projects images over the world around you. The device is controlled using your voice, finger gestures, and your eyes and can also be used to record 3D footage to create an immersive video of the world around you that can be viewed later on.
Customers are being asked to make an appointment to purchase the high-tech goggles in part to ensure that they leave the store with a headset that fits them correctly. For instance, users will want a fit that keeps exterior light out of their field of view.
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Once online sales do happen, customers will ultimately use an iPhone app to scan their face and determine the correct sizing. Buyers who traditionally wear glasses will also need to provide their prescription information to Apple in order to have lens inserts made for their goggles.
Bloomberg notes that due to the complex nature and setup required for the device, Apple doesn’t plan to offer Vision Pro through third-party retailers until at least 2025. The company is also reportedly working on a less expensive model as well as a second generation of the goggles that will likely be available in 2026.
