Apple Preparing to Push Vision Pro Customers to Pick Up at an Apple Store

Vision Pro customers will likely be pushed to pick up the device at an Apple Store, Bloomberg's Mark Gurman reports.

vision pro components
In October, Gurman reported that Apple was in the process of inviting retail store employees from each ‌Apple Store‌ in the United States to Cupertino, California to receive training on using and selling the Vision Pro headset. Apple apparently sent a memo to retail employees asking them to apply for the "secretive" event, with acceptance dependent on an application and interview process. An extract from the memo read:

Selected team members will travel and participate in an event in Cupertino, California, at some point in the first months of 2024. Upon returning to their home store, they'll deliver training and ongoing support to store team members. This is a group opportunity for those who have a deep passion for demonstrating Apple products and teaching others.

In the latest "Power On" newsletter, Gurman said that these seminars are now being scheduled with staff training set to start in mid-January. Each ‌Apple Store‌ employee in attendance will receive two days of training, featuring instructions on the Vision Pro's setup process, approaching a customer, and placing the device on a user's head. Gurman previously said that flagship retail stores are set to gain dedicated Vision Pro hands-on areas, while other stores will only receive one or two units.

Gurman noted that "while customers will be able to reserve a Vision Pro online, it increasingly sounds like they'll be pushed to pick up the device at a store" with an appointment. Apple is planning to assemble customers' Vision Pro headsets in-store, compiling the appropriate headband, light seal, and optional prescription lenses. Retail stores are purportedly due to receive new equipment to assemble and package the headset in the near future.

Gurman still believes that the device will likely be released before March. Apple simply says that the Vision Pro headset will launch in "early" 2024.

Related Roundup: Apple Vision Pro
Buyer's Guide: Vision Pro (Buy Now)
Related Forum: Apple Vision Pro

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Top Rated Comments

CarAnalogy Avatar
7 months ago

approaching a customer, and placing the device on a user's head.
Why do I get Steve Irwin vibes from this sentence.

“This one’s a beaut! Just gonna sneak right up on her and…place it carefully…on her head…oh she’s excited now! Look at her go!”
Score: 25 Votes (Like | Disagree)
Nautilus007 Avatar
7 months ago
This may be the first Apple product that I have 0 interest in since the first iPhone...what a waste
Score: 19 Votes (Like | Disagree)
uller6 Avatar
7 months ago
I have almost every Apple product. I’ve been a fan since my first Apple iiCX back in the early 90s. But this is the first time I have zero interest in an Apple device. It feels like a solution in search of a problem, and is being pushed by investors rabid for the “next big thing” to keep the stock price inflated. I’m not going to buy one…
Score: 15 Votes (Like | Disagree)
nistromo Avatar
7 months ago
Nope - I wouldn't be spending thousands on something to have someone else open it in a store and touch it before I do.
Score: 13 Votes (Like | Disagree)
Treq Avatar
7 months ago

Prescription lenses? That’s new. Built into the headset?
No, pre-ordered and snap in magnetically. They mentioned it during the announcement months ago.
Score: 12 Votes (Like | Disagree)
coolfactor Avatar
7 months ago

I have almost every Apple product. I’ve been a fan since my first Apple iiCX back in the early 90s. But this is the first time I have zero interest in an Apple device. It feels like a solution in search of a problem, and is being pushed by investors rabid for the “next big thing” to keep the stock price inflated. I’m not going to buy one…
It's an entirely new category for most people. I suggest not judging it too early. Apple took their time to do a Mixed-Reality headset better than anything on the market.

Is the high price influencing your position? If it was $400, would you feel differently? Given the incredible technology built in, they are probably losing money on the first several thousands of units sold. It's a long-term vision (pun intended).
Score: 8 Votes (Like | Disagree)