Apple Inc. is gearing up to introduce its Vision Pro mixed-reality headset to markets outside the United States, according to a report by Bloomberg News. This move is part of the tech giant's strategy to invigorate demand for its high-priced device, which has seen waning interest since its initial excitement. The Vision Pro, priced at $3,499, represents one of Apple's most significant bets in recent years.
To ensure a successful international rollout, Apple has flown hundreds of employees from its stores worldwide to its headquarters in Cupertino, California. These employees, hailing from countries including Germany, France, Australia, Japan, South Korea, Singapore, and China, are undergoing intensive training to effectively demonstrate the Vision Pro to potential customers. The training sessions, lasting up to four days, suggest these nations will be among the first to receive the headset post-launch.
The international launch of the Vision Pro is expected to commence after Apple's Worldwide Developers Conference (WWDC), scheduled from June 10 to June 14. Apple did not immediately respond to a request for comment from Reuters regarding the upcoming rollout.
The Vision Pro headset was initially unveiled in June last year and became available in the U.S. market on February 2. However, sales have not met expectations, with analysts noting a slowdown in demand. Bloomberg reported that some U.S. Apple stores are selling only a few units each week, and resellers in markets like Hong Kong are offering the device below its retail price.
Apple CEO Tim Cook has emphasized the company's commitment to expanding the Vision Pro's availability. In a March interview with China's state-run CCTV Finance, Cook confirmed that the headset would be available in mainland China within the year. This aligns with Apple's broader strategy to increase its research and development investments in China, a crucial market for the company.
Despite the initial enthusiasm for the Vision Pro, its high price and limited number of applications have hindered its mainstream appeal. However, the device may perform better in markets such as China and Japan, where virtual reality technology has a more established presence.
The current training for international employees mirrors the preparation that U.S.-based Apple staff underwent before the domestic launch. This includes providing customers with a detailed 20-minute demonstration of the device. It remains unclear whether international customers will need to book appointments for these demos, as has been the practice in the U.S., where bookings have significantly declined.
Apple's decision to expand the Vision Pro's availability comes at a critical time. The company faces slowing sales of its flagship product, the iPhone, and seeks to diversify its revenue streams. Introducing the Vision Pro to new markets could provide a much-needed boost.
Furthermore, Apple's strategy reflects a broader trend in the tech industry, where companies are increasingly looking to global markets to sustain growth. The mixed-reality headset represents a significant investment for Apple, and its success in international markets will be closely watched by industry analysts and competitors alike.
In addition to China, other regions rumored to be prioritized for the Vision Pro launch include the UK and Canada, although these were not mentioned in the current training phase. The global expansion of the Vision Pro is expected to be a crucial test of Apple's ability to innovate and capture new market segments.
