Sold Out! Apple Vision Pro deliveries delayed to March in sign of early demand
Apple Inc.'s long-awaited Vision Pro mixed-reality headset finally became available for preorders on Friday, giving the company its first real taste of consumer demand for the $3,499 device. With the launch, the company disclosed two additional configurations: a version with 512 gigabytes of storage for $3,699, and a top-end model with 1 terabyte of space for $3,899. The base model includes 256 gigabytes of storage. The company also said it would sell a carrying case for $199 and additional batteries for $199, while extra bands will cost $99 a piece.
The product went on sale at 8 a.m. Eastern time on Apple's website and mobile app. The first Vision Pro orders are scheduled to be delivered to stores and consumers on Feb. 2. But delivery dates for all three models quickly slipped to March 8-15 for online orders while the device was sold out for in-store pickup on day one at many locations. The delay suggests that either demand is strong or supplies are limited — or something in between.
The purchasing process for the Vision Pro is unique. Customers need to use a recent iPhone or iPad to scan their head and, if necessary, provide a vision prescription. Apple typically doesn't comment on the sales performance of new products.
Wall Street analysts are predicting a slow start for the device. UBS Group AG analyst David Vogt expects Apple to ship 300,000 to 400,000 units this year, generating as much as $1.4 billion. For a company that had sales of $383 billion last year, that's “immaterial.”
Apple shares were little changed at $189.80 Friday in premarket trading in New York.
Still, the idea is to set the stage for something bigger. Apple is entering its first major new product category since the company began selling smartwatches in 2015, and the Vision Pro may take years to catch on. Apple will continue to refine the headset — making it cheaper and more comfortable — and find compelling applications for the device.
In the longer run, Apple could use a fresh moneymaker. The
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