Anyone looking to buy Vision Pro glasses will need to visit an Apple Store. Apple CEO Tim Cook said during his weekly earnings call: “There’s never been a product like Vision Pro before, and that’s why we’re launching it specifically in our stores so that we can better focus on the end of it.” “We’ll be offering demos in stores, and the process will be very different from the normal purchase and checkout process,” Cook added. Cook confirmed in a September interview with CBS that Vision Pro is still on track for a 2024 launch. , but Apple has not officially announced it about the Vision Pro release date. The plan matches what we heard from Mark Gurman at Bloomberg in July, when he said Apple would ask customers to book an appointment at its store to purchase the device. The strategy is similar to the 2015 launch of the original Apple Watch. At the time, Gurman suggested Apple planned to launch the Vision Pro first in key markets like Los Angeles and New York before expanding to other parts of the country. Beyond trying out the new equipment first-hand, the in-store appointment helps ensure customers receive a pair of masks, and allows Apple to assist customers who need to add prescription lenses to the product. The device is expected to retail for $3,500 and will be available in limited quantities initially.