Apple’s mixed-reality Vision Pro headset is coming next year, but getting your hands on one will be a bit more complicated than picking up a new iPhone.
Driving the news: Apple will roll out the device early next year in US markets (with Canada and the UK following soon after), Bloomberg reports—but customers will have to head into an Apple Store for a face-scanning session to buy one.
- Apple will require the face scan to ensure the device fits properly, blocking external light from interfering with the headset’s display.
Why it matters: Apple’s experience with the Vision Pro is a case study in how complicated it will be to launch a virtual reality headset that people actually want to use.
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Not only will Apple have to convince customers to splash out US$3,500 for a product in a brand new category, but they also need buyers to jump through unusual hoops.
- On the retail side, Apple will need to train staff to set up the headset for users and stock thousands of variations of accessories and prescription lenses to match the broad range of customer needs.
Zoom out: Apple has already cut production targets for the Vision Pro from 1 million units in 2024 to fewer than 400,000 due to problems with manufacturers that are struggling to make the complex hardware.
Bottom line: When it comes to managing complex supply chains to produce user-friendly tech hardware, Apple is a clear leader—the fact that they’re encountering so many hurdles with the Vision Pro shows just how challenging it will be to create a mass-market VR device.