Apple Vision Pro Foray Into Film Won’t Define the Device

The recent release of the first immersive short film shot specifically for the Apple Vision Pro has so far received widely positive reactions online. But as the headset still lacks key offerings such as apps and games almost a year into its existence, it’s unclear if diving further into immersive film is enough to convince consumers to take the $3,500 plunge.

“Submerged,” a scripted original short written and directed by Edward Berger (who helmed 2023 Oscar winner “All Quiet on the Western Front” and this week’s papal thriller “Conclave”), follows a WWII-era U.S. submarine crew as they fight to survive in combat. And by “follow,” Vision Pro users will be literally placed in the submarine with the crew, viscerally witnessing the battle unfold around them.

The film is only just the beginning for Apple’s immersive video offerings, as the company has announced plans for content from the NBA and the Weeknd, among others.

The immersive action-drama set in a claustrophobic and leaking wartime sub is, admittedly, a brilliant and intriguing premise, but even before the short drops, it’s clear video is already one of the Vision Pro’s strongest offerings. Blockbusters including “Dune” and “Avatar: The Way of Water” have been available to watch in immersive environments since the mixed reality device’s launch in February.

Meanwhile, critics and consumers alike have been asking the same questions for months: Where are all the apps? Where are the games?

The data suggests Apple might better spend its time and resources investing in those fields for the Vision Pro, rather than doubling-down on video content. A VIP+ special report on the Vision Pro found that, when asked what activities they do in VR, 72% of survey respondents said gaming, while only 15% said VR narrative films.

VIP+ Analysis: Why Do or Don’t People Want to Watch Video in VR? Get Exclusive Survey Results

Almost a year since the Vision Pro’s launch, some believe it still doesn’t offer a feature set that sets it apart from the competition. Business Insider also reported last week that app launches on the Vision Pro have dwindled to single digits in recent months, with developers feeling less incentivized than ever to build anything for a headset that few are using.

Still, even if the Vision Pro expands its features in the near future, the hefty price tag may still be its undoing. Following the Vision Pro’s release, 66% of those surveyed about it said they weren’t interested in buying the headset due to its cost.

And even while Apple CEO Tim Cook has reframed the Vision Pro's high barrier to entry as the company prioritizing innovation over mass-market appeal, those innovations may not make much of an impact if no one can afford to witness them.

The XR industry is still on track to flourish in the next several years, but recent trends suggest growth will be coming from affordable products over luxury items — an industrywide shift influenced by the Vision Pro’s lack of sales. “Submerged” might indeed be a technical breakthrough, but it’s unclear if it’s the defining factor the Vision Pro desperately needs.