Apple announced today, Monday, that the Vision Pro mixed reality headset will be available for purchase in the US markets starting February 2, with pre-orders beginning on January 19.

The Vision Pro headset, which is Apple’s most groundbreaking and ambitious new device in years, is also one of its most expensive products: it starts at $3,500. The company revealed on Monday that the headset will have 256GB of storage, with medical lenses for the device available starting at $149, and reading lenses starting at $99.

During the announcement revealing the Vision Pro release date, CEO Tim Cook said: "Apple Vision Pro is the most advanced consumer electronics device ever," "The revolutionary and magical user interface will redefine how we communicate, create, and explore."

The release of Vision Pro marks the first major new hardware product launch for Cook at Apple in seven years, and only the third during his tenure as CEO.

The device resembles a pair of ski goggles, and the core technology allows users to overlay virtual images on live videos of the real world. Unlike some other headsets on the market, Apple’s mixed reality device will display the user’s eyes externally, according to the company’s demonstrations last June.

Vision Pro will have its own operating system, called VisionOS, alongside a new 3D user interface and an input system controlled by the user’s eyes, hands, and voice.

The product is expected to face a number of challenges, as Apple dives into an unproven market filled with other technology companies that have largely tried and failed to find a dominant appeal for their augmented reality devices. The high price also caused surprise since its unveiling at Apple’s Worldwide Developers Conference in June.

Apple’s shares (AAPL) rose 1.5% in early trading on Monday after the announcement of the Vision Pro launch date. Apple’s announcement also coincides with the launch of the annual CES technology sector conference in Las Vegas this week.