Apple Vision Pro
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Apple is set to streamline its retail storefronts to make room for new Mac models by downgrading the Apple Vision Pro display.
Starting November 8, Apple will pilot a modified store layout at select retail locations that will combine Vision Pro demo and display tables. The shift will make room for the latest Mac products, including the M4 models.
The new format will reduce two separate Vision Pro tables — a layout for demo and display devices — into a single multi-functional table. Along with accommodating new Mac displays, Apple’s move will address low Vision Pro sales.
Despite high expectations, reports indicate that reception to the Vision Pro has been modest, with production potentially limited to fewer than 500,000 units in the first year.
Apple’s pilot program is an experiment in balancing product promotion and customer experience. By reducing the Vision Pro’s physical space, Apple can prioritize new, high-demand products like the M4 Mac models, according to Bloomberg’s Mark Gurman.
Rethinking the Vision Pro's Market Position
Apple's decision to consolidate the Vision Pro displays reflects a shift in its market strategy. The Vision Pro is a premium, niche device, not a mass-market product.
Apple's new M4 chips
The reduction in store presence means Apple is aware of its limited audience and is focusing on high-demand products like the new Macs. The move likely indicates a long-term change that requires Apple to gradually adopt the Vision Pro to once again qualify for more retail displays.
Apple has a history of pioneering new product categories, even if they are slow to gain traction. For example, the Apple Watch had humble beginnings before growing into a flagship product line that changed the wearables market.
Similarly, the Vision Pro may find its place in the Apple ecosystem, but will not achieve mass adoption due to its high price and complex use case.
The Vision Pro’s growing retail presence could impact its development. If sales and customer feedback from the pilot program show limited interest, Apple could refine the next iteration by making it more affordable to broaden its appeal.
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