Would a 15-minute movie make you buy Apple Vision Pro?

For many of us, the Apple Vision Pro is something we’ve heard about but never actually seen in person. That’s probably because the VR headsets cost $3,500 (or more). Perhaps to expand its relatively limited audience, Apple has just released its first short film, along with a slew of immersive content in the works.

Apple releases first “immersive video” for Vision Pro

Now available on Apple Vision Pro, “Submerged” is a roughly 17-minute short film about a World War II submarine attack directed by Edward Berger, director of the acclaimed “All Quiet on the Western Front.” But what makes the film stand out, according to Apple’s associated press release, is its use of “ultra-high-definition 3D video and Spatial Audio to put viewers right in the middle of the action .” Because, we all want to feel like we’re being attacked while underwater.

Apple has also released a behind-the-scenes video to give you an inside look at the process, and it's pretty impressive. Berger and his director of photography used a camera that could do 180-degree pans, allowing you as the viewer to essentially control the camera while watching the story unfold.

For example, when watching an immersive movie and you hear a door open to your right, you might turn your head and see the person walking through the door. This certainly makes for an engaging virtual experience.

There's a bunch of future content coming to Apple Vision Pro

With the release of “Submerged,” Apple also teased what’s coming, including an immersive music video for The Weeknd, a concert series, and a documentary chronicling the experiences of a free climber. Apple’s next release will be about this year’s NBA All-Star Weekend, which is set to debut on October 17.

It looks like this content will be available first in the US before rolling out more widely:

"New Apple Immersive Video episodes and movies debut in US English with subtitles in a variety of languages. Title availability varies by country or region."

"The Future of Filmmaking"

According to the director of Apple’s new short film, immersive VR projects will “change the future of filmmaking.” There’s also talk of Apple Vision Pro changing the future of computing. But it’s fair to say that people are skeptical of sweeping claims like these. It’s impossible to predict how industries will adapt to new technology. Apple didn’t invent VR with Vision Pro, and VR that already exists has had little impact on movies. Will an incredibly expensive Apple product change that? It’s hard to say for sure.

Immersive storytelling is like combining media with a theme park, offering the opportunity to actually step into a story. It's an appealing idea; we just don't know if enough of us actually want that combination, or if we'd be happy to keep the two forms of entertainment separate.

Without box office revenue, we’ll never know how many people will see Apple’s new immersive film. It’s possible that all 20 Vision Pro headset owners will see it, and that’s better than no one seeing it at all.