Consumer electronics giant Apple on Thursday expanded the geographic availability of its Apple Vision Pro spatial-computing headset to several more countries. Meanwhile, Apple stock is trading in record-high territory on its plans to add artificial intelligence to its products.
Since its launch on Feb. 2, Apple Vision Pro has been available only in the U.S. But starting Thursday Apple began taking preorders for the device in China, Japan and Singapore, with product availability beginning June 28. Apple Vision Pro starts at $3,499.
Customers in Australia, Canada, France, Germany, and the United Kingdom can preorder Vision Pro starting June 28, with availability on July 12.
The expanded release of the wearable computer comes after New York Times technology columnist Kevin Roose called the product "a flop." He said the gadget is too expensive and lacks a reason for being. Roose said Vision Pro is "an experimental device" that doesn't have enough good apps.
Apple Vision Pro Getting Software Update
Apple introduced the computer goggles at its Worldwide Developers Conference in June 2023.
The device combines virtual and augmented reality. The headset can play virtual-reality content and simulate augmented reality using video pass-through to see the real world. It is designed for entertainment, education, communications and productivity applications.
On Monday at WWDC 2024, Apple previewed its first major software update for the device, VisionOS 2. The free software release is coming out this fall.
TD Cowen analyst Krish Sankar was upbeat about Apple expanding availability of Vision Pro to eight more countries this summer.
"We view the expanded sales as a positive," Sankar said in a client note Tuesday. He rates Apple stock as buy with a price target of 220.
Apple Stock In Record-High Territory
On the stock market today, Apple stock advanced 0.6% to close at 214.24. In intraday trading on Wednesday, Apple stock notched an all-time high of 220.20.
Apple Vision Pro creates an enormous, private and portable workspace with its "infinite canvas." It also offers a "personal cinema" experience, Apple says.
Users interact with apps by simply looking at them and tapping their fingers together. They can also speak to dictate text, use the virtual keyboard to type, and ask Siri to open and close apps, play media, answer questions and more.
The App Store now features more than 2,000 apps designed for Apple Vision Pro. The device also can access over 1.5 million compatible iPhone and iPad apps. Plus, users can run Mac apps with the Mac Virtual Display.
Gadjo Sevilla, senior analyst at eMarketer, is skeptical about prospects for the Apple Vision Pro.
"It's been six months since Apple released its spatial-computing and mixed-reality headset," Sevilla said in a client note Tuesday. "Reception has been tepid mostly due to the device's expensive cost and the dearth of apps and experiences in the platform."
He added, "The high price will continue to be a deterrent for adoption."
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