Mysterious new Vision Pro retail app appears in the App Store

Apple has quietly released a new app that suggests it may soon allow third-party retailers to sell its Vision Pro headset. The “Vision Pro Demo Fit” app was spotted in the App Store Preview by Apple firmware detective Aaron Perris (seen via 9to5Mac), and includes various features for matching customers to their required Vision Pro sizing and accessories.

The Vision Pro is currently only available to purchase directly from Apple. Customers who aren’t being fitted at an in-person Apple Store demo need to use an iPhone or iPad with Face ID to determine a “precise fit” when ordering a Vision Pro via the Apple Store website or app.

This mysterious Vision Pro Demo Fit app describes a similar fitting service to the one Apple currently provides, including facial recognition features for sizing, and tabs for tracking demo sessions and selecting prescription and non-prescription lenses. The app description says it can be used “to measure a guest’s face and determine their vision needs to choose the most suitable Light Seal, Head Band, and Optical Inserts for the best possible Apple Vision Pro demo experience.”

If the app is intended for third-party retailers, it could help Apple to shift the headsets without dropping its $3,500 price tag — leaving other sellers to apply their own discounts if they choose. Apple reportedly scaled back Vision Pro production twice in 2024 after experiencing lower-than-anticipated demand, and is possibly shifting to focus on making a cheaper headset with more mass-market appeal.