Apple’s Vision Pro headset is widely regarded as a groundbreaking device, delivering on many of Apple’s ambitious promises. However, its much-touted “killer feature”—immersive video content—has yet to fully materialize. As of now, only 27 immersive video titles are available, leaving users with limited content options to truly experience the headset’s potential.
The Vision Pro Promise vs. Reality
Apple promoted immersive video as a key attraction for Vision Pro, using 180-degree, 8K recordings with spatial audio to deliver deeply immersive viewing experiences. Collaborations with companies like Blackmagic have enabled Apple to create specialized cameras and editing tools to produce this new content format.
Despite this, the release of fresh immersive videos has slowed dramatically. Apple continues to showcase highlights such as the 2024 NBA All-Star Game but has yet to release more current or diverse content. Concerts and scripted experiences are also limited in number, leaving enthusiasts wanting more.
The Vicious Cycle of Content and Demand
Industry insiders like Bloomberg’s Mark Gurman highlight the challenge Apple faces: low content availability leads to low consumer demand, which discourages filmmakers and developers from investing in creating immersive content. This ecosystem dilemma mirrors the fate that befell platforms like Windows Phone, which struggled due to limited developer support.
Efforts to Boost Content Creation
Apple has introduced a Mac app for creators to develop immersive videos and partnered with Blackmagic to provide state-of-the-art filming and editing hardware. This shifts some content creation responsibility to filmmakers and third-party developers, potentially broadening the content library.
Challenges and Outlook
While Apple has refined the headset’s OS and accessories for better usability, sales lag behind expectations—reportedly under one million units sold in the U.S. since launch. Apple plans to refresh the Vision Pro later this year with improved hardware but no drastic feature overhauls. Additionally, a lighter and more affordable model is rumored for 2027, but may come too late to sustain market momentum.