Apple has refined its display supply chains and in-store demonstrations to support the worldwide distribution of the Vision Pro. Following its announcement at WWDC 2024, Apple will make the Vision Pro available in several new markets by early July 2024.
Starting on June 28, Apple launched its mixed reality headset in China (mainland, 24,502 CNY), Japan (484,415 JPY), and Singapore (4,725 SGD). The Vision Pro will also be available in Australia (5,195 AUD), Canada (4,725 CAD), France (3,245 EUR), Germany (3,245 EUR), and the United Kingdom (2,785 GBP) beginning on July 12.
In preparation for this expanded availability, Apple is refining its distribution processes to improve the supply chain from manufacturing to customer-facing in-store demonstrations.
Apple Considers New Display Partners
Recent reports indicate that Apple may enhance its supply chains to produce more Vision Pro devices. Following the announcement of the device’s international availability, Apple is reportedly scaling up its manufacturing capabilities in anticipation of increased global orders.
Chinese sources suggest that Apple is engaging new partners for the materials needed to develop its OLED+CF display. Apple is considering collaborations with two regional panel manufacturers to secure a new OLED order, moving away from its current reliance on Sony OLED, which caps production at 900,000 units per year.
Apple has issued a Request for Information (RFI) to Samsung Display and LG Display to evaluate their capacity to fulfill the order. The RFI focuses on each manufacturer’s ability to produce OLEDoS (OLED on Silicon) based products. This move could stabilize supply chains and support an expanded product lineup, including a more affordable Vision Pro model.
Production Adjustments and Future Plans
Earlier this year, Apple informed its component suppliers of a delay in the production of the next Vision Pro model. Despite these delays, Apple plans to introduce a more budget-friendly Vision Pro by late 2025 or early 2026.
Reports suggest that Apple’s Vision Products Group is facing production challenges. Bloomberg reported that the group, along with top executives, is reassessing the device’s roadmap, including improving distribution and adoption through a cheaper model. The lower-cost model is expected to be priced between $1,500 and $2,000.
In-Store Demonstration Enhancements
Apple is also enhancing its in-store demonstrations for the Vision Pro in China, Japan, and Singapore. The company is using the Dual Loop Band instead of the Solo Knit Band for these demos to provide the best experience for new consumers.
Weight and form factor are important considerations for headset manufacturers, particularly for enterprise use. The adoption of the Dual Loop Band for in-store demos suggests it may become the standard moving forward. Apple has not officially commented on this change.
Enterprise API Expansion
In conjunction with the Vision Pro’s general availability, Apple introduced new Enterprise API features aimed at expanding spatial computing capabilities for workplace applications. These APIs improve sensor access, visual capabilities, spatial barcodes, QR code scanning frameworks, Apple Neural Engine support, and object-tracking capabilities. These APIs are available to members of the Apple Developer Program or Apple Developer Enterprise Program upon request.
Additionally, Apple is upgrading the Vision Pro’s operating system to visionOS version 2, which includes new tools such as 3D spatial recordings, new hand gestures for the Home View space, Mac Virtual Display optimization, Travel Mode, and Guest User updates.
During the WWDC reveal, Apple CEO Tim Cook expressed enthusiasm for the Vision Pro’s potential, stating, “We can’t wait for more people to see the impossible become possible,” highlighting features like “working and collaborating with an infinite canvas for apps.”
Discover supply chain logistics news updates on The Supply Chain Report. Free international trade tools are available at ADAMftd.com.
AppleVisionPro #MixedRealityHeadset #VisionProLaunch #AppleWWDC2024 #VisionProGlobalRelease #OLEDTechnology #AppleSupplyChain #VisionProInStoreDemo #VisionProExpansion #VisionProDisplay #AppleEnterpriseAPI #VisionProFeatures #VisionOS2 #SpatialComputing #AppleInnovation #FutureOfTech #AppleTech
