Buying the Apple Vision Pro promises not only to be expensive, but a long time to boot

If theApple Vision Pro could open a new path for the adoption of augmented/virtual reality among the general public, its high price and its potentially nebulous concept could be an obstacle that should not be overlooked. As a solution, Apple has planned this, with a particularly long in-store demonstration: more than 25 minutes!

Apple is facing an unprecedented situation: that of having to explain to potential buyers the various practical use cases for its new hybrid augmented and virtual reality headset. And for good reason: with its very high price, it will be necessary for the firm to clearly establish the reasons for a purchase, and the advantages of this headset compared to what is already on the market. Apple’s solution is expensive, and particularly time-consuming: in store, the firm plans a 25-minute demonstration pitch to interested consumers!

A 25-minute pitch to convince consumers

Scheduled for marketing in the USA from February 2 (you will have to wait a little longer to see it arrive in Europe), the Apple Vision Pro is the latest innovation from the Apple brand, and the first launch of a new range of hardware since the Apple Watch, launched just ten years ago. It is therefore entirely logical for the Apple brand to put all the chances on its side in order to establish the best conditions for a successful launch. Because the Apple Vision Pro will have to ignore two major issues: on the one hand, the prohibitive price of the product (3,500 dollars, all the same), which automatically excludes most average consumers, and on the other, the concept of the product, not necessarily clear to the general public.

If the prohibitive price is an insoluble problem (unless obviously lowering it…), Apple obviously has a solution to clarify the concept of its headset to users: a 25-minute pitch in store! At least that’s what it says Bloomberg in a dedicated article. To ensure that its store employees are well prepared, Apple received hundreds of them in Cupertino to train them in the practice. To best meet the expectations of potential consumers, Apple is planning a dozen headsets serving as demonstrations per store.

According to Bloomberg, the demonstration begins with a scan of the user’s face in order to offer them the best possible usage parameters (cushions, light blocker). Once the headset is installed, the demo begins with a view of the photo application, then with 3D images called Spatial Photos by Apple, just to see the qualities of augmented reality. Next, the demonstration shows how to use the headset as a replacement for an iPad or computer. Finally, customers will have the ability to view 3D videos.

The Apple Vision Pro: a marketing headache for Apple

The Apple Vision Pro puts Apple in a completely new marketing situation. Each new range of products offered by the firm until now responded to a specific need: when the iPod or the iPhone were marketed, their appeal was obvious in relation to the market at the time. It was easy for each user to determine their contribution and the improvement of their daily life by such products. For the Apple Vision Pro, the trend is different: although augmented/virtual reality headsets have existed for quite a while, the market has not yet globalized and the technology only seems to reach a niche audience, at least so far.

Apple therefore has the difficult task of democratizing this type of product, creating a trend on something that has become standard practice (without really breaking through) for around ten years. This in-store demonstration initiative will certainly help achieve this goal, but the prohibitive price of the product is already expected to significantly reduce the overall appeal of the product to the general public. Apple therefore fears one thing: a boost in popularity during marketing (among already convinced enthusiasts), then a general drop in sales once this novelty effect wears off. The idea behind these in-store demonstrations is therefore to avoid this downward trend, a few weeks after marketing.

Source : Bloomberg