American multinational tech giant Apple is preparing to launch its high-end Vision Pro mixed-reality headset outside the Unites States for the first time, Bloomberg’s Mark Gurman reported on Monday. This international rollout is expected to begin shortly after Apple’s Worldwide Developers Conference (WWDC) in early June.
To prepare for this launch, Apple has brought in hundreds of employees from international stores to its headquarters in Cupertino, California for training sessions on demonstrating the $3,499 device. These employees are currently undergoing rigorous training sessions on effectively demonstrating the capabilities of the Vision Pro to prospective customers.
These sessions, lasting up to four days, include staff from Germany, France, Australia, Japan, South Korea, Singapore, and China. While specific launch locations remain unconfirmed, China is expected to be among the first, as promised by the company’s chief executive officer Tim Cook earlier this year.
This international launch comes amid slowing sales of the Vision Pro in the U.S., likely due to its high price tag and limited app selection. To combat this and find better reception for Vision Pro headset, Apple is strategically positioning the device in markets where virtual reality technology enjoys broader acceptance, such as China and Japan. However, Apple could face stiff competition in these markets from already established players. For example, in China local companies such as Pico, owned by TikTok parent ByteDance already have a strong foothold in the virtual and augmented reality space and offer more affordable alternatives to the Vision Pro.
Still, with its launch expanding beyond the U.S., Apple is hoping to reignite interest in this innovative product; translating to potential boost in its sales. The Vision Pro, a mixed-reality headset that seamlessly blends the virtual and real worlds, boasts an impressive array of features. Its unique design and immersive user experience via high-resolution displays, spatial audio, precise hand tracking, and advanced eye-tracking aim to redefine the future of mixed reality technology.
