The giant Apple has made a decision as bold as it is curious regarding the release of its virtual reality headset, the Vision Pro. It will only be available in its own stores.
The brand’s very first mixed reality headset, the Apple Vision Pro stands out not only for its innovative features, but also for its, let’s say, exclusive distribution method. According to the boss of the Apple firm, Tim Cook, the Vision Pro will not be sold online or through distributors, but only in Apple stores. Interested customers will have to follow a whole process to hope to land the very, very expensive prize.
By limiting access to the Vision Pro headset, Apple has a little idea behind its head
Apple has decided to make the launch of the Vision Pro an exceptional purchasing experience, by only offering it in the Apple Store, by appointment. Tim Cook explains that this decision will allow focus on the deployment of this revolutionary product. A strategy which is reminiscent, if you remember correctly, of that of the first Apple Watch in 2015.
The Vision Pro will initially be available in the United States early next year, reducing logistical complexity for Apple. This geographic limitation will also allow the company to measure demand for this product, and then adapt its strategy in its other markets.
Rumors of an “affordable” Vision Pro model have been circulating in recent weeks, suggesting that Apple is planning to diversify its lineup of mixed reality headsets. The base price of the device could be set at $3,499, making the product one of Apple’s most expensive.
Apple wants to convince its public in physics
If the Apple Vision Pro will only be available in the Apple Store initially, this does not mean that the company is ruling out wider distribution in the future. This strategy is part of a communication approach aimed at educating the general public on the usefulness of this new category of products. For Apple, in-store experience and demonstrations are key to legitimizing the adoption of virtual and mixed reality. And it is always easier to convince in person than remotely. Well between the lines, you can read that the American giant is “trying a shot”.
Apple clearly wants to highlight the extraordinary aspect of this mixed reality headset, to create even greater curiosity. And it will not be necessary to generate a very large volume of sales, given the price of the beast, to make the device a success. Apple’s strategy for the Vision Pro is reminiscent, as we said, of that used during the launch of the Apple Watch in 2015, which was sold in stores with demonstrations to familiarize customers with this new technology.
France, for its part, should see the Vision Pro arrive in Apple Stores if all goes well at the end of… next year. By then, Cupertino will have already made progress on its successor.
Source : ABC News
16