Bloomberg : Apple ramps up Vision Pro production, plans early February launch

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(XR Navigation Network December 21, 2023) Bloomberg said last weekappleVisionPro的零售店员工培训将于1月中旬进行，而苹果的目标依然是明年1月发售设备。在日前一篇新报道中，彭博社指出苹果已经加大了新款Vision Pro头显的生产力度，并计划于2月初发售。

Bloomberg cited people familiar with the matter as saying that Apple is ramping up production of the Vision Pro so as to prepare for the product's launch in February next year. The report noted that the Chinese factory has been in full production for several weeks. The people familiar with the matter said that Apple is aiming to finish stocking the product by the end of January, and plans to officially push it to retail in early Februarymarket.

Separately, Apple sent an email to software developers on Wednesday encouraging them to test their visionOS apps with the latest tools and send the software to Apple for feedback so it's "ready" for Vision Pro.

彭博社指出，这将是苹果迄今为止最复杂的产品发布，需要全新的销售策略。这款头显有定制的组件，需要在销售点进行组装和装箱。这是一个微妙的过程，因为如果Vision Pro没有正确配置，设备将无法正常显示内容，而且可能会感觉特别沉重。

Vision Pro是苹果自2015年发售智能手表之后的首个全新产品类别。但对于向消费者推销一个依然十分新颖的混合现实概念，这家公司正面临着额外的压力。Meta目前在所述市场处于领先地位，但它的头显一直难以获得主流的认可。

So, Apple is focused on making an excellent first impression, including refurbishing its retail stores to make room for the $3,500 device to be stocked and new devices to be displayed. In addition to stocking the headset, retail stores still need accessories like headbands, LightSeal and optical inserts.

The Vision Pro's multiple sizes and configurations will require retail stores to prepare more space, and Apple will need both new display areas and assembly areas.

Of course, any last-minute production issues or other obstacles could delay the planned schedule. An Apple spokesperson declined to comment at this time.

Bloomberg further noted that in order to bring stores up to speed quickly, Apple will start by asking each retail store to send at least two employees to its Cupertino headquarters in January for training. The two-day program will start in the first week of January and will be held in batches over several days. The trained employees will then be responsible for managing sales of the device at the retail store and coaching other colleagues on how to market the product.

During the training session at the Cupertino headquarters, retail employees will learn about Vision Pro's features and which ones to emphasize when talking to potential buyers. They will also learn how to install the headband, optional optical inserts and LightSeal.

Of course, they will also need to learn how to help users put on the device and use face pads to make customers comfortable. Additionally, while Apple is planning to develop an app for the device that can scan a consumer's head to identify accessories such as LightSeal, retail employees will still need to confirm that the app is giving the right recommendation during the sales process.

Bloomberg notes that when Apple launched the Apple Watch eight years ago, the company held two media events to promote the device before it was unveiled. But that's unlikely to happen with the Vision Pro. After unveiling the product at its developer conference in June, Apple is expected to emphasize any additional features via its official website.

Reasons for the more low-key launch event may include the fact that the Vision Pro is out of reach for most consumers due to its high price tag and the fact that the product will initially only be available in the U.S., the report said. Additionally, the two-hour battery life and the weight of the product may likewise deter shoppers.

It's worth noting that Bloomberg believes that the Vision Pro is complicated to manufacture. So if consumers do clamor for the device, Apple could find itself months behind in the production of the product.

The report further emphasizes that the Vision Pro is just the first in what Apple hopes will be an increasingly successful line of mixed reality products. This company is already working on a more comfortable and less costly model that will help popularize the concept.

In addition to selling this device to consumers, Apple is also targeting two key areas: enterprise customers and schools. However, Bloomberg sees uncertainty in said areas, asMicrosoft,Magic Leapand other headset makers have struggled to gain traction in said market. Apple is hoping that the Vision Pro will do for customers what the Apple Watch did for smartwatches and make them revisit the concept of this new device.

In addition, visionOS, the operating system Apple is actively developing, and should debut later in 2024. In an email to developers on Wednesday, Apple said, "There are many new features ahead. We're very excited to see what happens next year."