Vision Pro: Insiders reveal chaotic Apfelpatient launch

A new report from Wired paints a sobering picture of the Apple Vision Pro's launch in Apple Stores. Former employees describe inadequate preparation and structural problems within the retail department.

The Apple Vision Pro, launched in February 2024, was Apple's most ambitious product in years—a completely new category of device that needed to be explained, demonstrated, and sold in the Apple Store. Now, a report by Wired magazine, based on excerpts from an upcoming book, offers a glimpse behind the scenes. Accounts from former employees suggest that the launch in many stores was far more chaotic than it appeared.

Apple had a well-thought-out plan on paper: Hundreds of retail employees were flown to Cupertino to complete several days of hands-on training with the Vision Pro. They were then supposed to return to their stores and lead four-hour workshops for their colleagues, who would subsequently receive additional practice and demonstration time. In practice, things apparently went differently.

Apple Vision Pro: Too little time, too much complexity

According to Wired, many employees had only about an hour to rehearse a complex demo and familiarize themselves with a script that spanned over a dozen screen pages. Officially, two practice runs with colleagues were planned before the first demo with real customers – but in practice, many didn't even get that.

A former employee of a flagship store in Chicago described the situation as follows: he received a 20-minute demo, was able to go through the script for about 30 minutes, did a demo on a colleague who had been in Cupertino, and was then immediately put to work with customers.

Another employee pointed out that many salespeople had only recently transitioned from temporary to permanent positions and had little experience with an Apple product launch. For them, it was the first time they had to learn a sales script.

A deeper problem

The report makes it clear that Vision Pro's problems cannot be viewed in isolation. Rather, they are symptomatic of a long-term trend: Under Steve Jobs, roughly half of the retail staff was assigned to customer training, one-on-one meetings with so-called creatives, and workshops. This ratio was steadily reduced over the years.

The individual one-to-one sessions and small hands-on workshops never returned after the pandemic. They were replaced by the "Today at Apple" events, which, while effective in terms of publicity, are less in-depth and more focused on product promotion than on actual user training.

The result: When the Vision Pro, a product requiring explanation, came onto the market, many stores lacked the necessary depth in employee training and experience with complex product demos.

What this means for Apple's Retail Strategy

The reports raise questions that extend beyond the Vision Pro. Apple faces a challenging fall 2026 product launch with the iPhone Fold – a device that also represents a new category and will require extensive in-store consultations. The experience with the Vision Pro could prompt Apple to approach preparations much more thoroughly next time.

At the same time, the fundamental question remains whether Apple is prepared to invest more heavily in retail staff again. The Vision Pro demonstrated that a revolutionary product must not only be technically impressive – it also needs people who can competently explain it. (Image: Shutterstock / Ringo Chiu)