The Apple Vision Pro has been praised by notable names in the technology industry, including OpenAI’s Sam Altman, who said that the AR headset is the second most impressive product after the iPhone. The device has sold particularly well in the U.S., especially for something that is stamped with a steep price of $3,499.
However, with its previous shipment estimates dropping from 800,000 units to 400,000 to 450,000 units for 2024, the Apple Vision Pro needs a sales catalyst that will deliver a positive outlook for the company’s remaining financial quarters, and that is an overseas launch. A new report states Apple is planning to launch its first mixed-reality headset outside of the U.S., and there is a possibility that it will actually do well since some regions have adopted virtual reality for many years now.
Japan could be one of the countries where the Apple Vision Pro succeeds
Similar to the strategy Apple followed in the U.S. before the headset’s launch, retail employees worldwide are being debriefed on the Vision Pro. These training sessions will last for a few days, and those shortlisted will be taught how to approach potential customers and give them a positive first impression of the Apple Vision Pro, leading to a potential sale. An earlier report stated that an overseas launch may happen in seven countries shortly after WWDC 2024 concludes, with China likely being a priority for the Cupertino firm.
However, will the high $3,499 price of the Apple Vision Pro not create a purchasing barrier for customers? Bloomberg’s Mark Gurman does not appear to think so, as he mentions in the latest edition of this ‘Power On’ newsletter that consumers in Japan and other Asian countries could have a higher comfort level with the Apple Vision Pro. These countries have adopted virtual reality for many years but have yet to receive or experience a product quite like this, and that alone should make the majority of the difference.
“The Vision Pro has done reasonably well in the US (considering the challenges of selling a $3,499 headset here). But the real test may be when it reaches a market where virtual reality is more popular. We’re going to see that happen soon: Apple is training retail employees from overseas to sell the Vision Pro — a step toward offering the product outside America for the first time.
The initial overseas markets include China, South Korea, Japan, Hong Kong, Singapore, Canada, Australia, the UK, France and Germany, and the rollout will begin after Apple’s Worldwide Developers Conference in June. Consumers in Japan and other Asian countries could have a higher comfort level with the mixed-reality headset, which melds VR and augmented reality. In preparation for the expansion, the company just got approval to sell the device in China from the local equivalent of the Federal Communications Commission.”
However, that does not mean Apple takes a backseat, as it needs to work diligently to bring down the price of the second-generation model if it wants this category to continue its momentum. Unfortunately, Gurman has previously stated that the second-generation Apple Vision Pro is not expected until the end of 2026, but the company has yet to figure out how to bring down the price. Hopefully, the low-cost model that Apple has reportedly planned for a launch in 2025 will bring some meaningful traction.
About the author: Omar Sohail is a reporter and analyst for Wccftech's mobile section, specializing in the technology and business of the mobile industry. His expertise lies in the intricate hardware supply chain, covering developments in semiconductor manufacturing, chip lithography, and camera sensor technology.
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