In the initial phase after its unveiling, Apple’s Vision Pro mixed reality headset will be offered exclusively through Apple stores and by appointment only, according to Bloomberg’s reporting. Store staff are expected to guide customers through the process of selecting the correct Vision Pro configuration, including the proper headband fit. This logistical challenge is described as one of the most demanding in Apple’s recent gadget launches, underscoring the need for precise sizing and in-store assistance.
To help shoppers make informed decisions about accessories, Apple will create a dedicated display area within stores. This space will highlight the headset along with sizing tools and related hardware so customers can try on different configurations before purchasing. The emphasis on hands-on fitting aims to ensure comfort and performance, aligning with Apple’s focus on user experience in augmented reality.
Initially, the Vision Pro will be available across all Apple retail locations in the United States, with a strategic rollout concentrated in major urban markets such as New York and Los Angeles. The company anticipates that these cities will drive early adoption and provide a critical feedback loop for future expansion.
Additionally, Apple stores are expected to stock Carl Zeiss lenses to accommodate users with myopia or hyperopia, a step that expands the headset’s accessibility for a broader audience. Bloomberg also notes that Apple is exploring collaborations with accessory manufacturers to develop custom cases for external battery packs, aiming to enhance portability and battery life for on-the-go use.
The reports indicate that, at launch, Vision Pro will not be sold through third-party electronics networks, with no plans to broaden distribution to other retailers until at least 2025. The initial launch is described as a United States–exclusive rollout, with plans to extend availability to Canada and the United Kingdom at a later date, followed by markets in Europe and Asia as demand and logistics permit.
There is an overarching expectation that Apple will reassess production targets and market strategy as supply and consumer interest evolve. Earlier statements hinted at ambitious production goals, signaling a long-term commitment to vision-based mixed reality as part of Apple’s broader product ecosystem. The company’s approach reflects a careful balance between creating a premium, controlled purchasing environment and expanding access to a growing base of AR enthusiasts.