Mark Gurman, a Bloomberg reporter, reveals that Apple is gearing up for its most momentous product launch in the last ten years. The Apple Vision Pro mixed reality headset, is set to debut on February 2. However, Apple confronts an unprecedented marketing hurdle. The challenge lies in persuading consumers to invest $3,499 in a device that not only has a hefty price tag but also comes with limitations such as restricted battery life. A cumbersome design, and a lack of compelling applications.
Apple Vision Pro 25 Minutes Trial Experience
Simultaneously, Apple is on the brink of releasing the Vision Pro headset, and details about the comprehensive 25-minute trial process for consumers have emerged. Even though Apple proclaims that the Vision Pro will herald a new era, the company is bracing for a gradual uptake. Apple anticipates an initial sales boost from early adopters, followed by a swift decline in demand. Consequently, Apple has instructed its retail stores to stock up double the usual inventory for the launch weekend.
From iPod to Vision Pro
In contrast to the booming sales of the iPod, iPhone, iPad, and Apple Watch, the Vision Pro is encountering an entirely different scenario. Back in 2001, the iPod satisfied a burgeoning desire for a novel music-listening experience; in 2007. The iPhone’s revolutionary features were unmistakable; the iPad, priced at $499, achieved remarkable success in 2010; and even the initially sluggish Apple Watch eventually captivated consumers with its health and fitness applications.
For these earlier devices, consumers could make a straightforward purchasing decision by simply testing the product at an Apple retail store. However, the Vision Pro presents a different case. Donning a mixed-reality headset is unfamiliar territory for most people. A poor fit or incorrect lens selection can completely spoil the experience and potentially deter a purchase.
Apple has orchestrated the most intricate demonstration process ever, spanning up to 25 minutes – longer than an average sitcom episode. This month, Apple conducted a training session at its Cupertino, California headquarters, with hundreds of employees participating to master the demo process.
Starting February 2, every Apple retail store in the United States will offer Vision Pro trials, with appointments kicking off at 8 am. The largest stores plan to simultaneously feature over 12 demo devices and set up a special seated demonstration area.
Face ID setup
The demo commences with a retail associate scanning the user’s face using an app akin to the one for Face ID setup. This scan determines the appropriate sizes for the hood, foam pad, and headband required by the customer. With up to 25 shapes and sizes for hoods and two sizes for pads, fitting is highly customizable. The store will scan their lenses to ascertain the correct power and offer a selection from hundreds of trial lenses.
Next, employees guide customers on interface navigation, including eye-based selections, gesture confirmations, and headset wear. The demonstration also includes adjusting the headband’s tightness and switching between virtual and augmented realities using the Digital Crown. Employees use an iPad to view what the user sees through Vision Pro.
Customers then fit the device themselves. Initial calibration involves tracking the eyes and hands by focusing on a pattern of circular dots and scanning the hands within the device’s field of view.
The demo, lasting approximately 20 to 25 minutes, unfolds as follows:
Initially, users explore the Photos app to view images and panoramas, similar to those pre-installed on other Apple devices in retail stores. The excitement escalates as users encounter space photographs and videos, including a captivating birthday party scene.
Subsequently, the demonstration showcases Vision Pro’s potential as a computer or iPad alternative. It illustrates how to organize multiple app windows in a virtual space and navigate web pages in Safari. Users then immerse themselves in 3D movies, featuring wildlife, ocean scenes, sports footage, and even a thrilling tightrope scenario.
Beyond Apps
Apple retail stores will preload the Vision Pro with various third-party apps, ready for next month’s launch. The demo aims to engage users with an enthralling yet not overwhelming experience, leaving them eager for more.
Apple has trained hundreds of employees in Cupertino to impart this knowledge to their colleagues. Retail employees will also experience the headsets firsthand days before they hit the market, marking a significant shift in Apple’s product launch strategy.
Ensuring customer comfort during the Vision Pro trial is crucial, especially given the challenge of prolonged wear. Some retail workers have privately admitted feeling fatigued and overheated after just half an hour of use.
During the headquarters training, retail employees also previewed Vision Pro accessories, including a redesigned second headband touted for enhanced comfort over extended use. However, this headband won’t feature in in-store demonstrations.
The demo process slightly differs from the actual purchase experience. When buying, customers undergo facial scanning, after which a retail employee assembles the appropriate hood and headband size. Foam padding at the checkout is akin to pairing an Apple Watch with a band.
Besides the demo and sales areas, each Apple store will also display the Vision Pro hardware on dedicated tables. However, customers won’t have the opportunity to try these display models. Depending on store size, about 2 to 4 devices will be showcased.
Apple encourages in-store trials of the Vision Pro, but online purchasers can also receive correctly fitted accessories through a facial scanning system, followed by assembly and shipment. Apple mandates their attendance at two in-person training sessions before receiving the devices.
Apple’s meticulous preparation underscores the significance of this launch, potentially the most substantial in a decade. However, it remains uncertain if the Vision Pro will captivate mainstream consumers. The high price, considerable weight, and limited functionality pose substantial barriers. Yet, in the long run, as prices and weights decrease more appealing features emerge. Apple might be laying the groundwork for a future technological revolution. Vision Pro’s mixed reality technology potentially becoming the next major milestone.
Read Also: Ming-Chi Kuo: Apple Vision Pro Will Be on Sale As Soon As The End of January
