Apple ramps up Vision Pro production, aiming for launch by February
- The goal is for customer-bound units to be ready by the end of January, with the retail debut planned for the following month
- The roll-out will be Apple’s most complex product launch yet, requiring entirely new sales strategies and equipment
Apple is ramping up production of the Vision Pro mixed-reality headset, setting the stage for a launch by February, according to people with knowledge of the matter.
Production of the new headset is running at full speed at facilities in China and has been for several weeks, according to the people, who asked not to be identified because the information is private. The goal is for customer-bound units to be ready by the end of January, with the retail debut planned for the following month, the people said.
The company sent an email to software developers on Wednesday encouraging them to “get ready” for the Vision Pro by testing their apps with the latest tools and sending their software to Apple for feedback. It is another sign of an approaching release.
The roll-out will be Apple’s most complex product launch yet, requiring entirely new sales strategies and equipment. The headset has customised components that need to be assembled and boxed up at the point of sale. It is also a delicate process. If the Vision Pro is not fitted to a user’s head correctly, the device will not show content properly and may feel extra heavy.
The Vision Pro marks Apple’s first new product category since it began selling smartwatches in 2015. The company has the added pressure of selling consumers on a still-novel concept: mixed reality, which melds virtual and augmented reality. Meta Platforms currently leads the market, but its headsets have struggled to gain mainstream acceptance.
Apple is focused on making a good first impression. That includes sprucing up its retail stores, which will make room for inventory and new fixtures for the US$3,500 device. In addition to stocking up on headsets, stores will need accessories like head straps, light seals and prescription lenses.
The Vision Pro’s multiple sizes and configurations will necessitate more storage space. And Apple will need new demonstration areas and places for employees to box up the headset with correctly sized accessories.
Last-minute production hiccups or other snags could, of course, push back the planned timeline. A spokeswoman for Cupertino, California-based Apple declined to comment.