Introducing Immersive Video on Apple Vision Pro

Background: Since the launch of Apple Vision Pro, users have raved about its truly game-changing, immersive experience. But advertising its capabilities to potential new users presents a unique challenge: traditional 2D campaigns can’t come close to replicating the magic of the device. And for those who book demos, the experience shouldn’t just showcase Vision Pro as it is—but as it could be. To drive demand for in-store demos and elevate the demo experience itself, Apple turned the medium into the marketing. It created six immersive experiences built exclusively for Vision Pro, featuring world-class stars, award-winning directors, and some of the most exclusive arenas—dropping users directly into the action. We strategically targeted different audiences, tapping into their unique fandoms to ultimately increase interest in Apple Store demos. Creative Idea: Apple Vision Pro offers an unparalleled immersive experience. However, marketing the device through traditional 2D video fails to capture the magic of experiencing it firsthand. To address this, Apple created six immersive films that showcase the device’s capabilities—redefining the boundaries of branded entertainment. The first-ever scripted immersive film experience. The first-ever immersive live concert. The first-ever immersive music video. The first-ever immersive rodeo experience. The first-ever immersive recruitment film. The first-ever immersive NFL sidelines experience. Apple partnered with award-winning directors and cinematographers to ensure each film felt built around the viewer—and built exclusively for Vision Pro. Insights & Strategy: The only thing that consistently gets people to leave their house these days is fandom—a concert from your favorite artist, a film by your favorite director, the rodeo on a Friday night, or your favorite team on Sunday. Motivating people to leave their homes and visit an Apple Store for a demo required a similar promise: an exclusive taste of what they love. Each immersive experience and outreach plan was carefully orchestrated to activate specific communities—Submerged for cinephiles, Open Hearts for fans of The Weeknd, and even Man v Beast for the cowboys and cowgirls who thrive on the adrenaline of the rodeo. Execution: “Everything we’re doing here is the first time anyone has ever done it.” — Edward Berger (Director, Submerged) To create truly immersive experiences, every element of filmmaking had to be reimagined. A proprietary 180-degree camera heightens every detail and forces innovative movement to capture each shot. Lighting and sound had to be integrated into the set to make the experience as real as possible. New rules were established for how talent interacts with the camera, ensuring the viewer truly feels inside the action. Each film was paired with bespoke PR and influencer outreach plans designed to reach new audiences and inspire fans to book demos at their local Apple Store. Results: Audiences raved about this new approach to immersive marketing, with fans taking to their social channels to share their experiences and proclaim that Apple Vision Pro is the future. After the launch of each film, Google search interest in Apple Store demos increased by 70%, leading to a 37% lift in booked demos on apple.com.