Apple Inc. is intensifying the production of its highly-anticipated mixed-reality headset, Vision Pro, with an eye on a February launch, insiders reveal. Manufacturing is in full swing in Chinese facilities, targeting the completion of customer-bound units by end-January and a subsequent retail debut the following month.

In anticipation of the imminent release, Apple dispatched emails to software developers urging preparedness for Vision Pro compatibility, signaling a swift launch. The intricate rollout represents Apple’s foray into a groundbreaking product category since the introduction of smartwatches in 2015. Vision Pro navigates uncharted territory, incorporating mixed reality—blurring the lines between virtual and augmented reality.

The launch poses unprecedented challenges, demanding novel sales approaches and specialized equipment. Vision Pro’s distinctive components necessitate on-site assembly and packaging at the point of sale, adding a layer of complexity. Correct fitting is paramount; improperly adjusted headsets compromise content display and may feel cumbersome to users.

Marking Apple’s commitment to innovation, Vision Pro intends to redefine consumer perceptions of mixed reality. The retail strategy involves refurbishing Apple stores to accommodate inventory and fixtures for the $3,500 device. Accessory stocking, including head straps, light seals, and prescription lenses, is integral to the retail experience.

Vision Pro’s diverse sizes and configurations require expanded storage, prompting Apple to redesign demonstration areas and allocate space for employees to facilitate seamless headset packaging with the right accessories.

Acknowledging the intricacies, Apple will conduct intensive training sessions at its Cupertino headquarters, hosting two representatives from each retail outlet to ensure product knowledge and sales proficiency. The training spans various aspects, from device functionality and attachment techniques to customer interaction etiquette.

As a critical departure from past product launches, Apple refrains from extensive media events. Following the June unveiling at the developers’ conference, additional features will be spotlighted on Apple’s website. The subdued approach could stem from the Vision Pro’s premium pricing, initially limited availability in the US, concerns about battery life, and product weight.

Vision Pro’s manufacturing intricacies—housing ultrahigh-resolution displays, dual processors, and multiple external cameras—pose potential challenges in meeting consumer demand. Apple envisions Vision Pro as a trailblazer in mixed reality, targeting corporate clients and schools. The company is already developing visionOS, the headset’s operating system, expected to debut in 2024.

Apple’s communication to developers underscores the anticipation of groundbreaking advancements, signaling a dynamic future beyond Vision Pro’s initial release. The technology giant remains at the forefront of innovation, eagerly anticipating what lies ahead.