Apple’s Vision Pro Expands Globally: A New Era in Digital Interaction

by | Jul 4, 2024

Apple has once again made waves with its ambitious plans to extend the reach of its mixed reality (MR) headset, the Vision Pro, to numerous international markets. Announced at the Worldwide Developers Conference (WWDC) 2024, the Vision Pro is scheduled to debut in China, Japan, and Singapore by the end of June, followed by Australia, Canada, France, Germany, and the United Kingdom in mid-July. This expansion signifies a pivotal milestone in Apple’s strategy to secure a larger share of the burgeoning MR market.

The Vision Pro is more than just an advanced piece of hardware; it epitomizes the culmination of extensive research and development in spatial computing. This device seamlessly integrates digital content with the physical world, offering users an unmatched experience in productivity, entertainment, and communication. As Apple gears up to introduce this groundbreaking product to new markets, the company is also refining its international supply chains to meet the anticipated global demand.

Apple’s decision to make the Vision Pro available in new international markets is a well-calculated move aimed at attracting a diverse customer base. The MR headset is priced at 24,502 CNY in China, 484,415 JPY in Japan, and 4,725 SGD in Singapore. In Australia, Canada, France, Germany, and the United Kingdom, the device will be available for 5,195 AUD, 4,725 CAD, 3,245 EUR, and 2,785 GBP, respectively. These price points indicate that Apple is targeting premium segments in these markets, aiming to captivate early adopters and tech enthusiasts who are eager to embrace cutting-edge technology.

To ensure a smooth rollout of the Vision Pro in these new markets, Apple has been diligently working to streamline its supply chain. The company is reportedly in discussions with new display partners, including LG and Samsung, to source the essential materials for its OLED+CF display. This move is particularly significant as Apple aims to scale up its hardware manufacturing capabilities to accommodate the expected surge in worldwide orders. Previously, Apple relied heavily on Sony for its OLED manufacturing, which had a maximum production capacity of 900,000 units per year. However, with the Vision Pro’s international expansion, Apple has sent Requests for Information to both Samsung Display and LG Display to evaluate their ability to develop OLEDoS (OLED on Silicon) based products. This strategic shift could stabilize Apple’s supply chains and enable increased production capacities.

In addition to ramping up production, Apple is also focusing on enhancing the customer experience. The company is modifying the Vision Pro for in-store demos in China, Japan, and Singapore. Starting from the end of June, Apple will switch the default band for Vision Pro demos from the Solo Loop to the Dual Loop, which many users find more comfortable. This change aims to provide potential customers with the best possible experience during in-store demonstrations, thereby increasing the likelihood of purchase.

Apple is not solely targeting individual consumers; the company is also making significant strides in the enterprise sector. Alongside the Vision Pro’s general availability, Apple showcased new Enterprise API features at WWDC 2024, designed to open the product to new workplace opportunities. These features include improved sensor access, visual capabilities, spatial barcodes, QR code scanning frameworks, Apple Neural Engine support, and enhanced object-tracking capabilities. The enterprise APIs are available to Apple Developer Program or Apple Developer Enterprise Program account holders via request. This move is intended to foster innovation and enable businesses to leverage the Vision Pro for various applications, from remote collaboration to advanced training modules.

Apple is also upgrading the Vision Pro’s operating system to VisionOS version 2, which will be available as a free software update this autumn. VisionOS 2 will introduce new tools such as 3D spatial recordings, new hand gestures for the Home View space, Mac Virtual Display optimization, Travel Mode, and Guest User updates. These enhancements are designed to make the Vision Pro even more versatile and user-friendly. As Apple ramps up its Vision Pro production, competitors are also preparing to enter the MR market. Samsung, in partnership with Google, is reportedly working on its own MR headset to compete with the Vision Pro. Meta is collaborating with LG to develop what could be a Quest Pro 2, aimed at providing a more competitive alternative to the Vision Pro. These developments indicate that the MR market is heating up, and Apple will need to stay ahead of the curve to maintain its competitive edge.

Apple’s decision to ramp up the Vision Pro’s international supply chains underscores the company’s commitment to innovation and market expansion. By refining its supply chain, enhancing the customer experience, and focusing on enterprise applications, Apple is well-positioned to capture a significant share of the global MR market. As the Vision Pro enters new territories, it will be fascinating to observe how consumers and businesses alike embrace this groundbreaking technology. The Vision Pro is not merely a product; it represents a glimpse into the future of spatial computing, with Apple at the forefront.