The Apple Vision Pro is a technological wonder. It’s one of those rare instances where it actually does what Apple advertises, unlike Apple Intelligence, which was a complete disaster. However, its hefty price tag and lack of an ecosystem greatly reduced its appeal. Unfortunately, it is not helped by Apple releasing the Vision Pro “killer feature” bit by bit.
Apple Vision Pro killer feature still MIA
According to Bloomberg’s Mark Gurman, Apple has stalled in releasing immersive videos for the Vision Pro, a killer feature for the headset. He highlights how right now, there are only 27 pieces of immersive video content for the headset.
This includes a highlight reel shot for the 2024 NBA All-Star Game. This is despite the fact that the 2025 game was played six months ago. There are a handful of concert videos from several musicians, but then again, if you’re not a fan, you might skip it. Plus, even if you are a fan, there are only so many times you can watch it before it gets boring.
Gurman notes that this has created a conundrum for Apple. It seems that Apple acknowledges that immersive videos are one of the features that could get regular customers through the door. However, the company is unclear if those resources might end up being wasted.
This is the vicious cycle we’ve seen in competing mobile platforms during the early days, like Windows Phone. Developers were cautious in developing for it, for fear of wasting their time and resources for a platform that may not get traction. However, the lack of an ecosystem was what eventually led to Windows Phone getting the axe. This is a similar situation that Apple faces right now with the Vision Pro.
Holding out for third-party support
However, there is a chance that third-party support could come in and save the day. Gurman points out the release of a Mac app that helps users create more immersive programming. This means the burden is now shared between Apple and filmmakers. Apple has also worked with Blackmagic to release specialized video equipment and software.
But then again, there is the issue of demand. If filmmakers and production companies are unwilling to take the chance, this could all be for naught.
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