Apple makes room for new Macs by rethinking retail Vision Pro demo stations
by Andrew Orr · AppleInsiderApple is set to streamline its retail displays, making way for new Mac models by downgrading the Apple Vision Pro demo experience.
Starting November 8, Apple will pilot a revised store layout in select retail locations, merging the Vision Pro demo and display tables. The shift will make space for the latest Mac products, including the M4 models.
The new format will reduce the two separate Vision Pro tables — a layout for demo and display units — into a single, multifunctional table. Along with accommodating new Mac displays, Apple's move will address low Vision Pro sales.
Despite high expectations, reports indicate that Vision Pro's reception has been modest, with production potentially limited to fewer than 500,000 units in its initial year.
Apple's pilot program is an experiment that balances product promotion and customer experience. By reducing Vision Pro's physical footprint, Apple can prioritize newer, higher-demand products like the M4 Mac models, according to Bloomberg's Mark Gurman.
Recalibrating the Vision Pro's Market Position
Apple's decision to consolidate Vision Pro displays reflects a shift in its market strategy. Vision Pro is a premium, niche device rather than a mainstream product.
Reducing in-store presence means Apple recognizes its limited audience and focuses on high-demand products like the new Macs. The move likely indicates a long-term change, requiring gradual adoption of the Apple Vision Pro to once again claim more retail displays.
Apple has a history of pioneering new product categories, even if they slowly gain traction. The Apple Watch, for instance, started modestly before evolving into a flagship product line that reshaped the wearables market.
Similarly, Vision Pro may still find its place within the Apple ecosystem but isn't going to reach mainstream adoption given its high price and complex use case.
Vision Pro's evolving retail presence may influence its development. If sales and customer feedback from the pilot program indicate limited interest, Apple might refine the next iteration, making it more affordable to broaden appeal.
6 Comments
Pema 143 comments · 2 Years
About 3 hours ago
Smart move. No place for dead merch when the retail space is needed for hot items around the holiday season. B)
Cesar Battistini Maziero 394 comments · 8 Years
About 3 hours ago
Apple needs to rethink the vision pro.
Back to the drawing board.
coolfactor 2329 comments · 20 Years
About 2 hours ago
Cesar Battistini Maziero said:
Apple needs to rethink the vision pro.
Back to the drawing board.
It's the Vision "Pro", not a Consumer product, so selling in consumer stores doesn't make a lot of sense. Does Apple have Sales teams visiting corporations that could benefit from the Pro? A consumer version of the Vision headset is coming. Their only mistake was trying to sell the Pro direct to consumers.
mattinoz 2468 comments · 9 Years
About 1 hour ago
I can’t read the vibe here. Did you mean to suggest this was some adhoc thing that happened and not just the plan from when the area was installed.
Only have one store to judge from but it seems to me Apple do move things around and to the front/ground to suit different marketing pushes.
mattinoz 2468 comments · 9 Years
About 1 hour ago