Pricing on the headset is expected to begin somewhere around $3,000. Perhaps with that in mind, Apple won't aim it at general consumers to start with, but will instead position it as a device for developers, content creators, and professionals. Apple expects to sell just one headset per day per retail store, and it has told suppliers that it expects sales of seven to 10 million units during the first year of availability.
https://www.macrumors.com/2023/05/15/kuo-apple-well-prepared-headset-unveiling/