Overview

• Bloomberg analyst Mark Gurman says Apple has already filmed a large immersive video library but is slow-rolling releases to curb steep programming costs.
• With U.S. Vision Pro sales estimated at well under 1 million units, Apple is conserving content to match its modest hardware adoption.
• Executives worry a full library now would be dated before a more affordable Vision Pro model, reportedly due around 2027, hits the market.
• To expand its offerings, Apple has launched a Mac app and partnered with Blackmagic Design and DaVinci Resolve to spur third-party immersive video production.
• Lower-cost competition, such as Meta’s anticipated $800 smart glasses, heightens the urgency of Apple’s cautious content and pricing approach.