Until now, the launch timeline for Apple’s upcoming Vision Pro mixed reality headset has been shrouded in mystery, with the company only willing to disclose that the device will be released “early next year.” Logically, since January and February are historically slow months for tech releases, that likely means a spring event in March or April 2024. (Bloomberg reporter Mark Gurman is among those who predicted it would release “around March “.)
There are, however, hints that Apple might have something in mind sooner. In making his March forecast, for example, Gurman noted that the company had previously planned to launch in January and had to push back its plans only because it encountered delays in testing and distribution. And now the same expert says a huge surge means the February deadline could be reached.
In an article published Wednesday, Gurman cited “people with knowledge of the matter” to support his claim that Vision Pro manufacturing is “accelerating” and will be completed, against expectations, by the end of next month.
“Production of the new helmet has been running at full speed at facilities in China for several weeks,” Gurman writes. “The goal is to have customer-facing units ready by the end of January, with a retail launch planned for the following month.”
The article also gives some insight into why it took so long to get Vision Pro to this point in its development cycle. The product is so important to Apple’s plans, and so different from anything it has sold before, that there are implications for how it organizes its stores – which will need storage space and “new equipment” – and trains its employees. And the manufacturing process is more complex than anything the company has undertaken before.
Ironically, however, Gurman expects the marketing launch to be relatively low-key. This is partly because Apple already made a splash with Vision Pro when it was announced in June, and partly because availability will be significantly limited – and out of the budget of most Apple fans – in the first generation.
It’s unusual for such launches to be brought forward, with Vision Pro itself subject to countless delays and hurdles in the years leading up to its announcement. Therefore, it might be best to take this prediction with a pinch of salt and realize that products that may be featured can just as easily be pushed aside. Gurman himself acknowledges that “last-minute production issues or other problems could, of course, push back the planned schedule.” In other words, this could ultimately be a spring event announcement.
