Immersive video for the Vision Pro: offer still small
The 3D capabilities of the Apple headset are the real reason to buy. But Apple is not keeping up with the creation of high-quality content.
Television on the Vision Pro – is not immersive here.
(Image: Apple)
The Vision Pro still lacks a killer application. However, it is known that many users use the technically advanced Apple headset to watch movies. Immersive films that have been specially recorded for the Vision Pro are particularly impressive. They allow a real, high-resolution immersion in the content. The problem: there is still comparatively little material available. And Apple itself, of all companies, which has been driving the sector forward for a long time, is apparently dragging its feet. Bloomberg journalist Mark Gurman reported this in his latest newsletter. "Apple's Vision Pro suffers from too little immersive video", he writes in the headline.
No 30 immersive videos since launch
According to Gurman's count, there have been 27 such films – most of which are only in short format – in the Vision Pro library so far. Apple had specially created its own technical format, for which there is also a separate management tool for producers. Apple's own team had launched various series as immersive videos, some of which only have one episode. These include an animal series ("Wild Life", four episodes), sport ("Adventure", five episodes), dinosaurs ("Prehistoric Planet", two episodes) and a concert series from the studio (one episode).
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There are also individual music performances by U2 singer Bono (a show about his life) and Metallica. Apple also promotes ancient sports, such as the 2024 NBA All-Star Game. Here, too, there are only ever clips, never hours of entertainment – probably also because the format is quite exhausting to watch. There is also at least one immersive music video by artist The Weeknd.
The problem with 3D films
In addition to Apple's immersive videos, the Vision Pro, which was launched in Europe in summer 2024 (price: from €4,000), can also play regular full-length 3D films. These are sold via Apple's TV app, and streaming services such as Disney+ also offer access to smaller quantities. The problem, however, is the resolution on offer: for technical reasons, this is lower than what you get with Apple's immersive videos.
The films therefore do not make full use of the possibilities on the Vision Pro and sometimes appear pixelated, especially as some 3D effects are not very skillful. So far, Apple has not made any efforts to help Hollywood out here – or to film entire movie productions in its own immersive format. The company could certainly do this, as it is producing more and more (very successful) film fare. However, Gurman suspects that Vision Pro is no longer a priority for Apple at the moment.
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