Is Apple channelling Ferrari and Gucci with Vision Pro launch?
Published: 07:54 21 Dec 2023 EST
Apple Inc (NASDAQ:AAPL, ETR:APC)’s high-concept Vision Pro headset could be wrapped around our faces as early as February next year, according to a Bloomberg article quoting “people with knowledge of the matter”.
Chinese production is ramping up, with customer-bound units to be ready by the end of January, they were reported as saying.
Apple reportedly told developers to “get ready” for the Vision Pro’s rollout.
When it does finally get released it will be the first brand new product line released by Apple since the Apple Watch in 2015.
But unlike the ubiquitous watches,iPhones and Macbooks, not everyone will be lucky enough to get their strained necks on a $3,500 Vision Pro.
Earlier this year, Apple suggested that sales would be by appointment only, ostensibly to ensure the headsets are optimised for each customer’s head size.
Regardless, as a highly complex piece of technology, supply will inevitably be limited.
Apple may therefore be seeking to carefully curate the distribution of these devices, not dissimilar to luxury brands like Ferrari (NYSE:RACE) and Birkin.
It is common for high-end brands to carefully select who has the privilege of spending big bucks on their products to maintain an air of exclusivity.
To buy a Birkin directly from Hermès, for instance, you need to have a purchase history with the brand.
Ferrari (NYSE:RACE) is no different; even if you have a spare quarter million, first you must be chosen by the manufacturer.
Ferrari the Vision Pro is not, but there’s a sense that the extremely expensive headset is less of a cash grab and more of a marketing exercise to drum up an air of exclusivity around Apple’s flagship augmented reality device.
The Vision Pro might become as commonplace as the iPhone down the line but that is unlikely to happen in the year ahead.
