Apple has quietly released a new app, "Vision Pro Demo Fit," which hints at the possibility of the tech giant allowing third-party retailers to sell its Vision Pro headset. The app, spotted in the App Store Preview by Apple firmware detective Aaron Perris, includes features for matching customers to their required Vision Pro sizing and accessories.

The Vision Pro is currently only available for purchase directly from Apple, with customers who aren't being fitted at an in-person Apple Store demo required to use an iPhone or iPad with Face ID to determine a "precise fit" when ordering via the Apple Store website or app. The new app, however, describes a similar fitting service, including facial recognition features for sizing, and tabs for tracking demo sessions and selecting prescription and non-prescription lenses.

The app's description suggests 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 indeed intended for third-party retailers, it could help Apple shift the headsets without dropping its $3,500 price tag, leaving other sellers to apply their own discounts if they choose.

This development comes after Apple reportedly scaled back Vision Pro production twice in 2024 due to lower-than-anticipated demand. The company may be shifting its focus to creating a cheaper headset with more mass-market appeal. Allowing third-party retailers to sell the Vision Pro could be a strategic move to increase sales and reach a broader customer base.

The implications of this move are significant, as it could signal a change in Apple's sales strategy for its high-end headset. If successful, it could pave the way for similar partnerships with other retailers, potentially expanding Apple's reach in the virtual reality market.

As the virtual reality market continues to evolve, Apple's move could have a ripple effect on the industry as a whole. With competitors like Samsung and other manufacturers already offering more affordable VR options, Apple's decision to potentially open up its sales channel could be a key factor in the company's ability to remain competitive in this space.

While Apple has not officially commented on the app or its intentions, the appearance of the Vision Pro Demo Fit app suggests that the company is exploring new avenues for selling its high-end headset. As more information becomes available, it will be interesting to see how this development unfolds and what it means for the future of Apple's virtual reality ambitions.