The pre-sale is going crazy! Apple (AAPL.US) Vision Pro order delivery delayed until March

Zhitong Finance learned that on January 19, Apple (AAPL.US) Vision Pro started pre-sale on the official website in the United States. It is available in three versions: 256GB, 512GB and 1TB. The 256G basic model is priced at US$3,499. This product is currently only available in and for use in the United States. Apple’s official website shows that after the launch of sales, it may take more than a month to get Vision Pro of all specifications, and the delivery date for online orders has been postponed to March 8th to March 15th.

The process of purchasing Vision Pro is relatively new, requiring customers to scan their head with the latest iPhone or iPad and, if necessary, provide vision data. Even though the device is expensive and has geographical restrictions, within 5 minutes of the launch of the sale, Vision Pro's reservation server was overwhelmed, many people's orders could not be processed, and the physical store was sold out within half an hour. The delay in delivery shows that Apple's supply of this product exceeds demand to a certain extent.

Wall Street analysts had predicted the device would have a slow start. UBS analyst David Vogt predicts that Apple will ship 300,000 to 400,000 units this year and generate revenue of US$1.4 billion. For a company that had sales of $383 billion last year, that's "irrelevant."

However, this headset is laying the foundation for Apple's larger territory. Apple is entering its first major new product category since it started selling smartwatches in 2015, and the Vision Pro may take years to catch on. Apple will continue to improve the headphones, making them cheaper and more comfortable, and finding more compelling applications for the device.

In the long run, Apple may need a new cash cow. The smartphone market has matured, and the company has faced particular pressure in China. The company's revenue has fallen for four consecutive quarters, its longest streak of declines in more than 20 years. Initially, the company only plans to sell the Vision Pro in the United States, with it launching in other markets in the coming months. The company is reportedly eyeing the UK, Canada and China as the first other countries.

This is a complex product that may limit early availability. The headset's dual 4K resolution displays, which blend virtual reality and augmented reality, have hit production hurdles. But the fact that Apple has been ramping up production for months suggests it will be able to meet initial demand. The company is also offering employees a 25% discount, indicating that supply isn't too tight.

Inside Apple, executives expect a strong first weekend before sales taper off. At $3,899 for the 1TB version, the Vision Pro is one of the most expensive consumer headsets ever made, more than seven times more expensive than the latest device from VR market leader Meta Platforms (META).

The Vision Pro will also be a difficult product to share. It requires a precise fitting process to ensure a good experience. The purpose of facial scanning is to determine the best accessory size for the user, which requires an additional fee. And for some people, wearing the headset for extended periods of time may be difficult. In early testing, some users found it too heavy.

Additionally, another issue that has cropped up in recent days is the lack of support for top streaming apps. Netflix (NFLX.US), Spotify (SPOT.US) and Google's (GOOGL.US) YouTube have all chosen not to develop software for the device