Apple’s Vision Pro, their first new product in seven years, has officially hit US stores this Friday. The mixed reality headset went on sale in Apple stores across the country, and some eager buyers were among the first to get their hands on what is expected to be one of the most innovative technology products in recent years.
At Apple’s Flagship Store in New York, CEO Tim Cook welcomed customers waiting in the store, shaking their hands and taking selfies as employees applauded. Around 200 people had lined up before the 8 am launch, including customers from around the world.
The Vision Pro itself looks like a pair of designer ski goggles. It features a soft, adjustable strap on top, a “digital crown” on the back, and another digital crown on top that serves as a kind of power button to start the device. Although it is still an around-the-eyes computer, it is surprisingly light and comfortable to use.
Customers who purchase the headset will be able to receive a one-on-one private demonstration, on a first-come, first-served basis, in stores.
CEO Tim Cook has long talked about the potential of augmented reality to help people communicate and collaborate. He has called the Vision Pro “the most advanced consumer electronic device ever created.” The headset will be available starting at $3,499 for 256GB of storage, with additional accessories such as special adapted lenses and reading glasses available for purchase.
The Vision Pro enters the extended reality (XR) market, which includes augmented, virtual, and mixed reality, and has plateaued with little consumer adoption. The Vision Pro has limited apps out of the box and will be connected to an iPhone-sized battery, offering about 2.5 hours of battery life on a single charge.
The headset enters the market with controversy and high expectations, but consumers are eager to experience the unparalleled watching of immersive videos. During a recent demo, users watched clips from “Star Wars” on Disney+ while sitting inside a virtual representation of Luke Skywalker’s landspeeder, a visually immersive experience.
Apple has taken steps to reduce the motion sickness issues associated with similar products, and the Vision Pro includes surround sound with audio modules outside the ears to deliver a rich, immersive sound.
Despite the excitement around the launch, the Vision Pro will likely remain a niche product for die-hard Apple enthusiasts and developers due to its high price tag. Apple analyst Ming-Chi Kuo said that during the first weekend of pre-orders last month, the company sold approximately 160,000 to 180,000 Vision Pro headphones. Shipping times are often extended after new iPhone models are sold out, but they remained largely unchanged after the first 48 hours, indicating that demand could slow after core fans have placed their orders.
Almost all of Apple’s products promise to change the way we live, work, and interact with the world, and the Vision Pro has the potential to do all of that in an even more amazing way. However, it remains to be seen if consumers will flock to purchase this new and very expensive product.