S’pore tech enthusiasts, professionals first in line for Apple’s $5,299 Vision Pro headsets (2024)

SINGAPORE – Customers willing to pay $5,299 and above for the Apple Vision Pro turned up early at the brand’s outlets here on June 28 as the anticipated headsets hit the shelves for the first time outside the United States.

Among those first in line were tech enthusiasts, tourists and content creators keen to use the product – which has drawn positive reviews – for productivity or immersive entertainment.

The Vision Pro, which is competing with rivals like the Meta Quest 3 and Microsoft HoloLens, marks Apple’s first venture into the market for mixed reality or “spatial computing” devices – next-generation headsets that engulf users in a 3D virtual environment and allow digital elements to blend with their view of reality.

Users can immerse themselves in a computer-generated cinema, or generate virtual computer screens before their eyes.

The headset’s June 28 launch in Singapore, China, Hong Kong and Japan follows its debut in the US in early 2024, which came with positive reviews that tipped the Vision Pro as the gold standard for the technology. Some reviewers, however, have questioned the limited number of real-world uses and its hefty price.

For most consumers, the Vision Pro is likely the most expensive virtual reality headset on the market, with prices starting at $5,299 depending on storage capacity.

Customers here can pick up one at the brand’s outlets in Jewel Changi Airport, Orchard Road and Marina Bay Sands, and request a free demonstration to test the device.

Opening day

The Apple outlet in Orchard Road opened at 8am to a short line of enthusiasts keen on the demonstration and customers eager to collect their pre-ordered device. Some had queued from as early as 6.30am, but the line was far shorter than the snaking ones seen during iPhone launches.

First in line was a 23-year-old photographer, who gave his name only as Mr Ervin L. He told The Straits Times he pre-ordered the headset after trying his friend’s Vision Pro, which he found less headache-inducing than competing devices.

He said: “I’m hoping it will become my main device for work. I’ll probably get it to mirror my MacBook so that I can have an ultra-wide view with all my screens side by side when editing photos.”

Tech enthusiast Surya Gunasekaran, 26, who was among the first buyers here, plans to use the headset for entertainment. The business analyst said: “The price is high but I think it’s justified. From what I’ve seen, it seems like the best of its kind in the market.”

Mr Matt Lim, 25, who works in the tech sector, said the device offers a new experience to enjoy movies and work, though it is pricey. “I don’t think the short demo gives people enough to imagine what a device like this can do. There’s a lot more to it,” he added.

But the price “is deterring”, he said. “I understand why it is that price but for everyday working people, I think it’s still too much.”

He would consider buying the Vision Pro if it were up to $2,000 cheaper, since he would use it only for entertainment.

Mr Peter Chan, 35, bought the $5,299 base model even without trying it first as he was impressed by the specifications and positive reviews since news of the headset was announced in 2023.

Mr Chan, who works in finance, said: “I’ve tried other headsets and from what I’ve seen online, this is a much more realistic experience.”

“It hurt a bit to buy it,” he added. “It’s expensive but I think there’s so much interesting technology here.”

During the 30-minute demonstration, each customer is accompanied by an Apple employee. The latter will help configure the headset and the sensors within that track the movement of the user’s eyes, which act as a cursor to navigate the system’s menus.

Customers can expect a brief walk-through of the headset’s features, including how to switch between apps and view photos and immersive clips that have been tailored for the Vision Pro experience. Other headlining features, like the Vision Pro’s ability to pair with other Apple devices such as the MacBook, were not shown during the demonstration with ST.

Apple did not reveal pre-order numbersor how many demonstration sessions have been booked.

Its vice-president of worldwide product marketing Bob Borchers told ST that Singapore is ideal for the second wave of the Vision Pro’s launch due to its infrastructure for software developers and content creators.

He mentioned Apple’s first developer centre in South-east Asia that opened in one-north in March, which could pave the way for more Vision Pro tools.

Market analysts said the Vision Pro is likely to receive much attention but ultimately be purchased by those with deep pockets.

Analyst Chiew Le Xuan from Canalys said the device will appeal to the affluent, or enterprise and professional creatives, but will likely be too expensive for most gamers and casual users.

The move to the international market is aimed at driving the Vision Pro’s sales, which have been lower than expected in the US, and Singapore is a strategic hub for sales as it is well-connected with the region, he added.

The Republic offers only a fraction of the customers in bigger markets like China and Japan, but is connected with high-end users within South-east Asian countries that Apple can target, said International Data Corporation’s vice-president of devices research Bryan Ma.

He said the product has yet to find its killer use case to appeal to a large market. “This is where Apple will need developers to come in to bring more content for a more attractive platform,” said Mr Ma. “It is still in its early stages but they will be hoping that the device builds enough momentum for the long term.”