The official launch of Apple’s Vision Pro virtual reality headset took place in the United States on Friday. Those who had preordered the headset can now either receive it through delivery or pick it up at designated Apple Store locations. To mark the occasion, Apple CEO Tim Cook made an appearance at the company’s flagship Fifth Avenue store in New York City on Friday morning. During an interview with CNBC’s Jim Cramer at the event, Cook addressed the high price of the Vision Pro, referring to it as “tomorrow’s technology today.” The starting price for the Vision Pro is $3,500.
Cook highlighted that individuals have the option to distribute their payments over time, emphasizing the affordability aspect through a monthly financing plan. He underscored the innovation incorporated in the product, boasting about its impressive portfolio of 5,000 patents. Cook expressed confidence in the pricing strategy, asserting that they believe it aligns well with the product’s value.
During Apple’s earnings call on Thursday, Cook mentioned that the Vision Pro is gaining traction as an enterprise product. He pointed out notable companies such as Walmart, Nike, Vanguard, Stryker, Bloomberg, and SAP, highlighting that these organizations have begun to embrace and invest in the headset as a platform for both customers and employees.
Despite this, Cook expressed on Thursday his belief that Apple can continue to be both a consumer- and enterprise-focused company, especially with the inclusion of the Vision Pro in its product lineup. He emphasized the versatility of the gadget, citing its “ton of use cases.” Cook highlighted that there are over 600 apps and games tailored to deliver a “spatial computing” experience available on the headset.
On Thursday, Apple disclosed fiscal first-quarter results that surpassed both revenue and earnings estimates. The company’s wearables business, labeled as “Other Products,” outperformed expectations despite experiencing an 11% year-over-year sales decrease. The Vision Pro has been incorporated into the wearables category alongside the Apple Watch and AirPods. However, analysts do not anticipate the headset to generate a substantial amount of revenue initially.