Home / Technology / Apple Vision Pro: Ambitious Launch, Retail Fiasco
Apple Vision Pro: Ambitious Launch, Retail Fiasco
7 Apr
Summary
- Hundreds of employees trained in secret on Apple campus.
- Retail staff struggled with complex demos and lean staffing.
- High price and device limitations impacted early sales figures.
Apple's rollout of its Vision Pro mixed-reality headset in early 2024 was marked by an intricate, yet ultimately problematic, plan.
Hundreds of retail employees underwent secret training at Apple's Cupertino campus, signing NDAs and using GPS-blocking bags for their phones. Despite these measures, the in-store demonstrations proved to be a considerable challenge for many staff members.
The demos required precise execution of facial scanning and light seal fitting, alongside counterintuitive eye and finger controls. Many salespeople, recently hired as temps and understaffed in stores, lacked sufficient training and practice time.
Ultimately, sales estimates for the Vision Pro in 2024 were significantly lower than other Apple products. Factors contributing to the lukewarm reception included the device's weight, limited app selection, poor video call persona, and a prohibitive starting price of $3,500.
