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Apple Requires Appointments For $3,500 Vision Pro Mixed-Reality Headset

Customers must book appointments to purchase Apple's ambitious mixed-reality headset, signaling a unique sales approach.

The Apple Vision Pro headset can’t seem to catch a break. After production woes reportedly led to drastic cuts in production forecast, Apple Inc. (NASDAQ:AAPL) is now said to require customers to book an appointment for purchasing its first mixed-reality headset.

What Happened: Apple Vision Pro buyers will need an appointment to purchase the $3,500 mixed-reality headset, according to a Bloomberg report, citing people familiar with the matter.

The Vision Pro headsets are scheduled to reach U.S. shores “early next year”, and Apple seems to be preparing its retail store network in the country as well as store employees to handle Vision Pro customers.

According to the report, Apple will have a separate section for the Vision Pro headset that will show demos as well as help employees customize the headset straps and accessories according to each buyer’s needs.

Adding to the complexity of the Vision Pro headset will be the stock of different headbands and light seals. Given that this is Apple’s first such headset, a seamless rollout is critical to ensure its success.

Why This Is Important: Apple’s ambitious bet with the Vision Pro headsets will set the tone for the mixed-reality industry, both in terms of hardware and software, just like the iPhone changed the face of the smartphone industry forever.

Apple’s new Vision Pro virtual reality headset is displayed during Apple’s Worldwide Developers Conference (WWDC) at the Apple Park campus in Cupertino, California, on June 5, 2023. Apple on Monday unveiled its first-ever virtual reality headset challenging Facebook-owner Meta in a market that has yet to tempt users beyond videogamers and tech geeks. The release was the most significant product launch by the iconic iPhone maker since it unveiled the Apple Watch in 2015. PHOTO BY JOSH EDELSON/GETTY IMAGES 

The Apple Vision Pro headset will be exclusive to the U.S. at launch, with plans to expand to other countries in 2024. It remains to be seen how the U.S. launch fares, as that will determine whether Apple will persist with it or not.


Produced in association with Benzinga

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