Apple enhances Vision Pro with exclusive NBA All-Star Weekend content

Apple continues to expand its exclusive content offerings for the Vision Pro headset with the release of a new immersive video from the 2024 NBA All-Star Weekend. This video addition strengthens Apple’s growing library, which already includes past content such as the Super Bowl and the company’s pioneering scripted immersive project, Submerged. The specially crafted four-minute video provides a unique perspective on the basketball event, showcasing Apple’s ongoing commitment to its Vision Pro headset.

The NBA All-Star Weekend content offers Vision Pro users an unparalleled viewing experience, bringing fans up close to the action. Noteworthy visuals include shots from the court, views from behind the backboard during slam dunks, and a particularly engaging moment where a basketball appears to fly directly towards the camera. This video echoes the high-quality experience previously provided by NextVR—a company Apple acquired that was known for its cutting-edge 180-degree 3D streaming of NBA games.

Despite this immersive potential, Bloomberg’s Mark Gurman highlights a crucial point regarding the future of such technology, noting that “the only thing that will matter is live.” Currently, these pre-recorded experiences hold a certain novelty factor, but live streaming is where the ultimate value lies for sports fans.

Apple’s ambitious plans may extend beyond the current Vision Pro’s $3,500 price tag, with speculation about a possible $2,000 headset model in the future. Nevertheless, this move brings up questions about Apple’s market strategy. By keeping their high-quality immersive content exclusive, they inadvertently ignore a substantial audience of owners using other VR systems, such as Meta’s Quest and Sony’s PSVR 2.

Reflecting on the development journey of immersive technology, NextVR, before its acquisition, began exploring innovative ways to enhance viewer experience through technology that allowed freedom of movement within the streamed content. While such full degrees of freedom (6DoF) are technically challenging, advancements are being made. For instance, new startups like Gracia are pushing boundaries with 3D scanning rigs that offer rich, interactive experiences, although these require significant download capabilities.

Apple appears committed to fostering this high-quality immersive experience, laying groundwork reminiscent of NextVR’s legacy by using sophisticated cameras situated to provide superior fan perspectives. Whether this strategy will encourage Apple to invest sufficiently in live streaming NBA games remains to be seen. A potential lower-priced Apple headset might increase market penetration, helping to justify the necessary investment in live-stream capabilities.

Currently, the Apple TV app is available on Android platforms, hinting at potential future compatibility expansions. Next year’s increase in Meta Quest 3 and 3S headset users might present Apple with an opportunity to reach out to non-Apple users, providing them with the sought-after immersive courtside experience enjoyed by Apple headset owners. As the technology evolves, both companies and consumers are on the brink of a potentially revolutionary sporting experience.

Source: Noah Wire Services