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. 

Click here to read the story at fortune.com.

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?