Vision Pro: Did Apple Stores mess up the launch?
During the launch of the Vision Pro, customers needed a lot of support. According to a new book, there were problems with the training of Apple Store employees.
Vision Pro presentation in an Apple Store.
(Image: Apple)
When the Vision Pro first launched in the US in February 2024 and subsequently in other countries in the following months, Apple's retail stores played a crucial role: store employees were tasked with giving customers a surprisingly in-depth introduction to the spatial computing headset, with the aim of encouraging them to purchase the device, which currently costs at least 3800 Euros. However, these presentations apparently went wrong in several ways, according to a new book from which the magazine Wired has now published excerpts.
Demos over 20 minutes
New York Times author Noam Scheiber writes that due to a thin staffing level, store management had few opportunities to train employees for this task. The result: there were often significant problems with the sales choreography intended by Apple. Scheiber even believes that these issues led to the headset becoming a flop.
At the headset's launch in early 2024, Apple had invited selected Apple Store employees to secret training sessions in Cupertino, where they were trained under the condition of handing over their phones and signing a non-disclosure agreement. The 20-minute demonstration involved a complex script through which store employees guided customers via iPad.
Even during the fitting of the headset with its nearly 25 Light Seals, there were reportedly frequent problems, as well as with existing prescription lens inserts. In several cases, the customer's image was blurry without the employees noticing. Furthermore, internal knowledge transfer did not function as Apple had wished.
Videos by heise
No more well-paid specialists?
Apple also reportedly hoped that store employees would educate themselves about the Vision Pro. The problem: for most of them, the device was simply too expensive – even with a 25 percent discount. Scheiber's book, titled “Mutiny: The Rise and Revolt of the College-Educated Working Class,” further states that Apple has partly overturned Steve Jobs' old approach of employing well-paid specialists in its Apple Stores. Now, the focus is particularly on device sales, accessory purchases, and other conventional retail metrics. Services like iCloud or AppleCare are also increasingly being pushed by employees. The role of the so-called “creative” has been pushed back, the book criticizes.
It is unclear how well the Vision Pro has sold so far. Apple does not provide any figures. However, the headset was equipped with the M5 chip last year and a new dual head band for a better fit. Prices were also slightly reduced. Apple still offers Vision Pro demos in its stores, but they are seen much less frequently than last year.
Empfohlener redaktioneller Inhalt
Mit Ihrer Zustimmung wird hier ein externer Preisvergleich (heise Preisvergleich) geladen.
Ich bin damit einverstanden, dass mir externe Inhalte angezeigt werden. Damit können personenbezogene Daten an Drittplattformen (heise Preisvergleich) übermittelt werden. Mehr dazu in unserer Datenschutzerklärung.
(bsc)
