Apple poised for imminent Vision Pro announcement

Jason Hiner/ZDNET

The Apple Vision Pro is expected to launch sooner than initially anticipated, with enough supply for a US release by February. A potential announcement within the next week is on the horizon, and employees are undergoing training on a “new product,” according to reports.

Bloomberg’s Mark Gurman reported in the latest edition of his Power On newsletter that the official announcement is expected “imminently”, possibly in an attempt to overshadow CES 2024 happening in Las Vegas this week.

Gurman previously reported that Apple Vision Pro units are currently being shipped to warehouses across the US, poised for distribution to Apple stores for a potential late January or February launch.

Stores are already preparing for the launch of the headset, with employees undergoing training sessions. Some are even flying to Apple Park in Cupertino for specialized training on an undisclosed product. These employees will then return to their Apple Stores to educate their colleagues and assist customers in-store.

Apple is keeping the details of the product under wraps, merely informing employees of a new product, which is likely the Vision Pro.

Additionally, Apple is organizing three-hour meetings for all employees on January 21, an unusual move for the company. This will be followed by supplemental training sessions, and updates to the backroom gear and inventory racks in Apple stores are expected in the same and the following week.

The mixed reality headset is Apple’s first new product category in nearly a decade. Despite strong endorsement, it is not expected to be a significant revenue driver for at least another year, considering its hefty $3,500 price tag.

There are concerns about the limited initial return on investment from the Vision Pro, with worries about the device’s range of uses, design, weight, and the potential lack of interest from developers due to the small market.