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Pre-order for AppleThe $3,499 Vision Pro headset debuted Thursday morning ahead of its U.S. release on Feb. 2.
The Vision Pro is Apple’s first new product line since releasing the Apple Watch in 2015. Wall Street doesn’t expect Apple to sell it in the same quantities as it sells its other products, such as the iPhone, Apple Watch and Mac. At least not at first.
“We believe Vision Pro’s success is less about 2024 and more about its long-term potential,” Morgan Stanley analyst Eric Woodring said in a note to investors in December.
UBS’s David Vogt estimates that Apple could generate about $1.4 billion in revenue from the Vision Pro in 2024, assuming Apple ships about 400,000 handsets. By comparison, Apple generated $43.81 billion in iPhone revenue during the fourth quarter of its fiscal year.
The entry-level Vision Pro comes with 256GB of storage and the same M2 chip that Apple includes in some of its Macs. The company is selling the 512GB Vision Pro for $3,699 and the 1TB model for $3,899.
It provides a “spatial computing” experience. For example, the headset can serve as a virtual reality display that lets users watch movies. Or a user can pin multiple different apps and screens to their view as they view the world around them.
Apple’s preorder website asks customers to use an iPhone or iPad with Face ID to find the best size.
The company is also offering 12 months financing plan. The $3,499 model with that option costs $291.58 per month. Prescription lens inserts can be purchased for $149.
Apple announced the Vision Pro at its Worldwide Developers Conference in 2023.
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