Apple is adopting a subdued strategy for the release of its Vision Pro augmented reality device, in stark contrast to its past high-profile product launches. While the company has created a catchy commercial and offered individual demonstrations to tech reviewers, there won’t be a grand product event. The Vision Pro, resembling ski goggles, has been in development for nearly a decade, costing billions of dollars. Apple aims to carefully seed interest by initially targeting developers before marketing to mainstream consumers, overcoming challenges such as the high $3,500 price tag and limited interest in augmented reality gadgets.

In a departure from its secretive nature, Apple has extensively tested the Vision Pro with developers, seeking feedback to refine the product. Analysts predict sales of around 400,000 units in the first year, far less than the estimated 12 million Apple Watches sold in 2015. Apple’s unique approach involves creating test labs globally for developers, reflecting the company’s acknowledgment that the Vision Pro may not be ready for widespread adoption. The device’s three-dimensional experience necessitates demonstrations, and Apple plans to gradually pitch it to mainstream customers after refining the technology and lowering the price. Despite these challenges, Apple remains confident in the mid-to-long-term potential of the Vision Pro and the spatial computing experience it offers.

Read Further:

• Apple’s New Vision