Apple makes room for new Macs by rethinking retail Vision Pro demo stations

Starting November 8, Apple will pilot a revised store layout in select retail locations, merging the Vision Pro demo and display tables. The shift will make space for the latest Mac products, including the M4 models.

The new format will reduce the two separate Vision Pro tables — a layout for demo and display units — into a single, multifunctional table. Along with accommodating new Mac displays, Apple's move will address low Vision Pro sales.

Despite high expectations, reports indicate that Vision Pro's reception has been modest, with production potentially limited to fewer than 500,000 units in its initial year.

Apple's pilot program is an experiment that balances product promotion and customer experience. By reducing Vision Pro's physical footprint, Apple can prioritize newer, higher-demand products like the M4 Mac models, according to Bloomberg's Mark Gurman.

Recalibrating the Vision Pro's Market Position

Apple's decision to consolidate Vision Pro displays reflects a shift in its market strategy. Vision Pro is a premium, niche device rather than a mainstream product.

Reducing in-store presence means Apple recognizes its limited audience and focuses on high-demand products like the new Macs. The move likely indicates a long-term change, requiring gradual adoption of the Apple Vision Pro to once again claim more retail displays.

Apple has a history of pioneering new product categories, even if they slowly gain traction. The Apple Watch, for instance, started modestly before evolving into a flagship product line that reshaped the wearables market.

Similarly, Vision Pro may still find its place within the Apple ecosystem but isn't going to reach mainstream adoption given its high price and complex use case.

Vision Pro's evolving retail presence may influence its development. If sales and customer feedback from the pilot program indicate limited interest, Apple might refine the next iteration, making it more affordable to broaden appeal.