Apple’s mixed-reality headset is almost here

Production of Apple’s new Vision Pro mixed-reality headset is running at full speed in China and has been for several weeks, according to a new Bloomberg report. The device is reportedly slated to debut in February, so if you have an extra $3,500 to shell out for your gamer boo it could be a great Valentine’s Day present.

The Vision Pro is Apple’s first foray into a new product category since it began selling smartwatches in 2015. And instead of jumping feet-first into the deep end, the company is just dipping its toe into the mixed-reality headset pool. This is for a few reasons:

• The headset is complex to manufacture, and demand – especially at its pricepoint – is unproven.
• The product’s rollout also isn’t straightforward; entirely new sales strategies and equipment are needed (the headset has customized components that need to be assembled and boxed up at the point of sale).

👀 Looking ahead… The size of the mixed reality headset market is $3.62 billion this year, and projected to grow to $21.68 billion by 2030. Apple is hoping its first Vision Pro leads to a line of successful mixed-reality products – and that it can succeed where others failed.

• In addition to selling to consumers, the company is looking to target corporate customers and schools: markets in which competitors including Magic Leap and Microsoft have struggled to gain traction like a bald tire in mud.