Unlike other companies that seek to place their products on department store shelves, Apple has opted for a waiting list system with appointments for the purchase of its Vision Pro headset. Customers will have to schedule an appointment to confirm their purchase. In addition, the Californian company plans to create dedicated areas within its retail stores, offering an immersive experience to users wishing to test the headset before purchasing it.
A strategy already used at the launch of the Apple Watch
This isn’t the first time Apple has used this marketing strategy. In fact, according to Bloomberg’s Mark Gurman, the first Apple Watch, launched in 2015, was introduced in the same way. From specific zones had been set up in physical points of sale to allow potential customers to try on the watch. These areas will also be used to take the measurements needed to choose the right size, among other details :
” To market the device, Apple plans to create new areas in its retail stores for demonstrations. These areas will also allow buyers to choose the right-sized wristbands and the sealing gasket, which prevents external light from entering the earpiece. The company is initially considering requiring an appointment for purchases, as it did for the original Apple Watch in 2015. “
Perhaps Apple sees these dedicated spaces as a way of offering an exclusive experience to customers, making them feel privileged to have spent $3,499 on an augmented reality headset.
However, these spaces could also be an opportunity for the company to generate additional revenue through the sale of accessories. For example, Apple employees could offer customers the chance to buy a top strap or spend up to $600 on prescription lensesespecially for spectacle wearers.
By asking customers these questions, Apple could encourage them to spend much more than the initial $3,499. Customers might feel that if they invest a considerable sum in the Apple Vision Pro, it’s also worth spending an extra $200 to $300 on complementary accessories. Given current estimates of 150,000 units delivered after launch of the AR headset, Apple is probably keen to maximize its revenue streams. Since it’s a brand-new product, the company should also offer an entirely new user experience.