The upcoming launch of the Apple Vision Pro, set for February 2, will be the culmination of the most difficult marketing challenge Apple has ever faced. At the monster price of $3499, its product will be a test bed for Apple. Which? That of selling an expensive innovation into a market that is not yet ripe for advanced wearable devices.
An unprecedented strategy
For Apple, the Vision Pro represents a leap of faith: a device with a high price, a bulky design and limited battery life. The question arises spontaneously: how can we convince the public to spend such a substantial sum for a product which, although innovative, has characteristics that could discourage many potential buyers?
Apple's response to this challenge is a meticulous and unprecedented marketing plan, which will include a detailed product presentation and an interactive (in-store) demo lasting up to 25 minutes.
The demo: immersive experience
The Vision Pro demo will not just be an exhibition of its technical features, but a real journey into the universe that Apple has created.
From the beginning of the process, with the face scan similar to the Face ID setup, to the choice of customized accessories, everything in the demonstration will be designed to immerse the customer in the Vision Pro experience (and to guide them towards purchasing, I imagine, I was bad?). The demo led by an Apple expert will cover all aspects of the user interface, from controlling the pointer with your gaze to navigating between augmented and virtual reality.
How it will work
Judging by the rumors, it's going to be something crazy. An initial facial scan of the customer will tell the employee hosting the demo what light gasket, foam cushion and band size they will need. Yes, because the gasket that prevents external light from penetrating the visor is available in more than 25 shapes and sizes. The cushions, however, are available in two sizes. If a person wears glasses, stores will have a device that scans the glasses for prescription information. The system will provide these numbers and shops will have hundreds of pre-graded lenses available for demonstration. The employee will then gather all these details and another worker will assemble the test headset with the correct accessories. If this sounds cumbersome, you're not the only one.
Marketing, a clean break with the past
As an insider, when it comes to marketing, I can't help but notice how this strategy differs significantly from Apple's previous launches. When products like the iPod, iPhone, and iPad were introduced, their value was immediately apparent and didn't require in-depth explanation. For the Vision Pro, however, Apple has chosen (of necessity) to educate its customers on a completely new type of product, which many have never experienced before.
Obviously, Vision Pro brings with it not only (serious) risks but also business opportunities. Apple has already demonstrated in the past its ability to transform initially niche products into mainstream phenomena. However, the device's high price and features raise big questions about its acceptance by the general public. Apple wants and can set a new standard in the wearable device market, but it must overcome the challenge of convincing consumers.
To the future
The success of the Vision Pro in the coming years will depend on many factors, including decreasing prices, improving the design and adding more and more interesting features. Apple may have set the stage for a significant shift in how we interact with technology. Only time will tell whether the Vision Pro will be remembered as a revolutionary product or an ambitious experiment.
The direction taken by Apple, I repeat, is a bold bet. I can hazard an "easy" prediction about the first year, or the first two years, of this experience: it is practically obvious, whatever the Cupertino company may say, that the number of devices sold will not be huge. Vision Pro could be a product that is too ahead of its time, risking not immediately finding favor with the public.
I believe Apple also knows this, as it is not preparing for iPhone crowds, but for real "hand-to-hand battles" with customers. To sell, of course. But also to introduce a product culture. We'll see how it goes, 3 weeks until launch: stay tuned, stay hungry. And even foolish, go.
