New vision: Apple takes a humble approach to launching its newest device

When Apple released the Apple Watch in 2015, it was business as usual for a company whose iPhone updates had become cultural touchstones.

Before the watch went on sale, Apple gave early versions of it to celebrities like Beyoncé, featured it in fashion publications like Vogue and streamed a splashy event on the internet trumpeting its features.

But as Apple prepares to sell its next generation of wearable computing, the Vision Pro augmented reality device, it is marching far more quietly into the consumer marketplace.