Apple plans to initially sell the Vision Pro in select regions of the United States and will only accept pre-order customers.

According to information obtained by Zhītōng Finance APP, Apple (AAPL.US) plans to launch the retail version of the Vision Pro headset in select markets in the United States early next year, and it will only be available for purchase by appointment. These measures may indicate the niche and complexity of this MR device.

Insiders say that although this device will eventually be sold in about 270 Apple stores in the United States, the company plans to first sell Vision Pro in major areas such as New York and Los Angeles, and then promote it nationwide.

In addition, Apple previously stated that it will launch this headset in other countries by the end of 2024. According to insiders, the company is discussing the United Kingdom and Canada as the international markets to debut this product, followed by Asia and Europe. The company has not made a final decision yet. Insiders say that Apple engineers are working on localizing the device in France, Germany, Australia, mainland China, Hong Kong, Japan, and South Korea.

Apple will also sell Vision Pro through its US online store in early 2024, and then expand to other locations. An Apple spokesperson declined to comment on the launch of this product.

It is understood that Vision Pro was released in June this year and is Apple's most important product since the Apple Watch. However, the $3,500 price tag, unclear application scenarios, limited MR content selection, and the emerging nature of this technology mean that initially, this device will only attract a small number of enthusiasts. In order to attract more consumers, Apple is developing a cheaper model and a second-generation Pro version to be released in 2026.

Insiders say that this will also be the most complex promotion for Apple since the launch of many new products because the launch of this product requires solving challenging supply chain logistics issues, training sales staff on device setup, and teaching customers how to use it. Therefore, the company expects to collaborate with third-party distributors to sell Vision Pro by at least 2025. Due to limited supply and high device costs, most stores will initially only provide one or two demonstration devices.

During the early stages of development, Apple initially expected to produce millions of units in the first year of the product's launch, but later the company revised the expectation to nearly one million units. Prior to the launch, Apple once again reduced this number to about 900,000 units. According to reports, the target production capacity has been halved due to the complex manufacturing process of the device.

Insiders say that in addition to the device itself, accessories also face logistical challenges. The company stated that it will provide various sizes of headbands and optical light seals as accessories, which means that sales stores will need to prepare a large inventory of accessories.

Insiders say that the company will designate special areas in stores to demonstrate the functions of the headset and customize the appropriate size of the headset and accessories for customers. To address the provision of suitable optical light seals for customers, Apple is developing a facial scanning application. Additionally, users will need to provide their visual prescription on the online portal in order to purchase insertable lenses that correct vision.