Why is Apple doing a phased review process for the upcoming Apple Vision Pro?

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Apple has outlined a structured approach to media evaluation for its highly anticipated Vision Pro mixed reality headset. This plan, revealed by Bloomberg’s Mark Gurman, involves a series of controlled interactions with select reviewers before official reviews are published.

The schedule for this process is as follows:

  • January 16th: A curated “hands-on experience” session will allow chosen reviewers to interact with the Vision Pro under Apple’s guidance.
  • January 23rd: A follow-up meeting will allow reviewers to gain a deeper understanding of the device and ask questions.
  • Late January: Reviewers will receive individual units for further testing.
  • End of January: Reviews will be embargoed until the end of the month, aligning with the February 2nd US launch date for the Vision Pro.

But why all this?

This phased approach likely serves several purposes, including:

  • By managing the timing and content of pre-launch information, Apple can guide the initial public perception of the Vision Pro and address any potential concerns before broader reviews emerge.
  • The structured timeline and embargo build excitement and maintain consumer interest leading to the launch.
  • Apple can ensure reviewers have access to necessary resources and support while preventing premature leaks or unintended disclosures.

Ultimately, Apple’s choice to implement a phased review process reflects its desire to tightly control the narrative surrounding Vision Pro’s launch. 

More here.

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