Marketing Currents - Business and Marketing Current Events

Apple’s $3,500 mixed-reality headset is being pitched as a ‘superpower’ for doctors and teachers


Apple, which is poised to launch its Vision Pro mixed-reality headset on Feb. 2, is already envisioning future workplace applications for the device, including using it for surgery, aircraft repair and teaching students. 

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Discussion Questions:

  1. What is brand strength?
  2. How do you think the strength of Apple’s brand helps them when they launch a new product?
  3. What is the Vision Pro product?
  4. What is price?
  5. Why is price an important part of the marketing mix?
  6. How much will the new Vision Pro product cost?
  7. How do you think Apple determined that price point?
  8. There are a number of VR headset products on the market. How might Apple justify the cost of this product relative to far less expensive competing products?
  9. What is product differentiation?
  10. How is Apple differentiating its product from competitors?
  11. What is positioning?
  12. How might Apple be positioning the Vision Pro, based on what you learned in this news story?
  13. If they are able to position the device as a useful tool in health care and education, does that make it easier to justify the price point? Why or why not?
  14. In your opinion, will the Vision Pro will be Apple’s next big product? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.