Apple’s Vision Pro virtual reality headset launches in U.S.

The Apple Vision Pro virtual reality headset is officially available for purchase at all U.S. Apple Store locations and on the U.S. Apple Store website.

This release follows Apple’s announcement of fiscal first-quarter results that surpassed both revenue and earnings expectations. Apple CEO Tim Cook defended the pricing of the Vision Pro, starting at $3,500, stating to CNBC’s Jim Cramer, “We believe we have set the right price, taking into account the value it offers.”

On Friday, Apple officially launched its Vision Pro virtual reality headset in the U.S. Customers who preordered the headset will now start receiving it or can pick it up at Apple Store locations.

To mark the occasion, Apple CEO Tim Cook made an appearance at the company’s flagship Fifth Avenue store in New York City on Friday morning. In a conversation with CNBC’s Jim Cramer during the event, Cook addressed the Vision Pro’s higher price tag, referring to it as “tomorrow’s technology today.” The starting price for the Vision Pro is $3,500.

Cook highlighted the option for customers to spread their payments over time through a monthly financing plan, making it more affordable. He emphasized the headset’s innovation, boasting about its 5,000 patents.

“We believe we set the right price, considering the value it brings,” Cook added.

During Apple’s earnings call on Thursday, Cook mentioned that the Vision Pro has gained traction as an enterprise product. He pointed out companies such as Walmart, Nike, Vanguard, Stryker, Bloomberg, and SAP, which have begun to utilize and invest in the headset as a platform for both customers and workers.

Despite this enterprise focus, Cook expressed confidence on Thursday that Apple can continue to be a company catering to both consumers and enterprises. He highlighted the Vision Pro’s versatility, citing its “ton of use cases.” Cook mentioned that there are more than 600 apps and games specifically designed for the headset, providing a comprehensive “spatial computing” experience.

On Thursday, Apple announced fiscal first-quarter results that surpassed both revenue and earnings estimates. Although Apple’s wearables business, referred to as “Other Products,” outperformed expectations, it experienced an 11% year-over-year decline in sales. The newly introduced Vision Pro joins the wearables category alongside the Apple Watch and AirPods. However, analysts do not anticipate the headset to generate a substantial amount of revenue initially.

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