I’ll join the digital queue this Friday morning to purchase my Vision Pro. This is an interesting product as we head towards its launch because it appears that while it won’t be a big seller (on an Apple scale), it may still be hard to buy.

If the rumors are true, those fancy screens are hard to make and will limit the number of units Apple can ship. I also can’t help but wonder if Apple doesn’t particularly want to make this first iteration of the Vision Pro something that sells in the millions. I suspect they are still figuring out the product category themselves and getting feedback from a few hundred thousand users will give them a lot of good ideas.

The Vision Pro is expensive, and the story is unclear. A lot of the Apple faithful will pass, at least initially. This point landed for me in a recent MacSparky Labs meetup. Labs Members like Apple products. A lot. Yet we had a room full of Apple fans and only a few of them intend to buy one. Again, I expect that is due to the price and the fact that people aren’t sure what they would do with it.

The interesting point is that despite the fact that demand for the Vision Pro is lower than for other Apple products, the rumored limited quantities could still make it hard to get. (Strange, right?)

Regardless, the story of this product is not about its first iteration. Apple is thinking long-term, as they always do. Fourteen years ago, John Gruber wrote about how iteration is Apple’s superpower. Here we go again.