Apple Vision Pro will be sold “only in Apple stores”

Apple CEO Tim Cook said that Apple Vision Pro will only be sold in “our store”.

Cook made this statement at Apple’s fourth-quarter earnings conference call yesterday. When an investment banking consulting company asked whether the sale of Vision Pro would be the same as Apple Watch or AirPods, Cook replied, “I will say, no . Vision Pro is an unprecedented product. So, we deliberately launched it only in our store so that we can really focus a lot of attention on its last mile. We will provide a demonstration in the store, which will be a very different process from the normal take-in process.

It is not clear whether Cook means that Vision Pro can only be purchased in physical Apple stores, or whether it will not be sold at other retailers such as Best Buy. NaijaTechNews  noticed that the official website of Apple Vision Pro currently shows “available in the United States early next year”, compared with “available at apple.com and Apple retail stores in the United States early next year.”

Bloomberg’s Mark Gelman reported in June that Apple plans to let people try Vision Pro and find the best headband for their headstyle at Apple retail stores. Apple even considered asking for an appointment, just like the original Apple Watch launched in 2015.

Vision Pro is the “most complex” device designed by Apple. It is reported that Sony can only produce less than 500,000 microOLED displays a year. Cook recently confirmed that the headset is still scheduled to be released in early 2024.