Apple isn't doing a good job shaking the accusations of abandoning the Apple Vision Pro platform when you observe how it handles sharing information about exclusive content like Immersive Video.
I'm an Apple Vision Pro enthusiast that sees a lot of potential in the platform. It's still a main device in my workflow that I like to visit multiple times a week to get some focused writing done.
However, it isn't surprising in the least that Apple randomly dropped a trailer for its next Immersive Video on Wednesday morning in 2D on YouTube. It isn't on a subject I'm particularly interested in, but it is one of very few videos shot in this format for the very expensive platform.
I own an Apple Vision Pro, I use it regularly, and yet I have no idea how I'd know about this new Immersive Video unless I followed a website like AppleInsider or Apple's channel on YouTube.
It isn't mentioned on the Apple TV press page, Apple's Newsroom, in Apple's proprietary Spatial Gallery app, or in the Apple TV app. I can't even watch the trailer in Apple Vision Pro in an immersive format, at least not at the time of publication.
But full Immersive Video is launching on May 20. It's beside the point, but a short film called "Real Madrid: The Weight of Greatness."
It's a fine trailer and makes me want to watch it, even if I don't care about the team or the sport. I'm just aware that sports are one of the properties that fell perfectly for Apple Vision Pro.
Sure, it would be nice to see the trailer on the platform that the media is coming to.
Exemplifying the Apple Vision Pro problem
Look, I get it. Apple does this kind of thing with a lot of its media. Shows just appear on Apple TV seemingly out of the blue, especially children's content.
Apple doesn't do much in terms of promoting its original content as it is. But it does promote it.
YouTube and Apple's social media presence on X, Instagram, and elsewhere get a constant barrage of clips from Apple TV shows. Spatial Gallery does get clips and behind-the-scenes features as well.
Apple Vision Pro's very limited Immersive Video library two years after its debut
The new Immersive Video for that Real Madrid story will drop on May 20, and it'll be heavily featured in the Apple TV app. I just find it odd that the little advertising Apple is doing is on platforms outside of Apple Vision Pro.
In part, this makes sense. The people that already own Apple Vision Pro will eventually come across it and watch it if they're interested.
The YouTube trailer has a link to set up a try-on appointment for Apple Vision Pro. It's clearly a way to say, "You like Real Madrid? Come try this headset."
But like with Apple Card promotions, Apple seems to forget that it should offer benefits to existing users. Apple Vision Pro needs support if it will ever flourish as a platform.
While the developer problem is the crux of Apple Vision Pro and visionOS woes, it's only a part of them. Apple's support and advertisements around its own platform are crucial.
Apple doesn't even share Apple Vision Pro ads, let alone heavily promote what the device does or can do. There are some half-step efforts, like letting users browse available Apple Vision Pro apps in the App Store on iPhone, but it's not enough.
Yes, this is a story about a trailer for an Immersive Video that will likely only be watched by dozens of people. But that in itself is emblematic of Apple's challenges it faces with getting visionOS off the ground.
At some point, effort will be needed. If not with this first iteration (and M5 upgrade), then perhaps Apple has moved on, for now.
No, not abandoned the platform per se — we're still getting visionOS 27 at WWDC 2026. But unless Apple starts showing some effort, Apple Vision Pro will remain in an awkward holding pattern until the next hardware iteration.
Given current rumors, new hardware may not arrive until 2028 or later. While this ad is a perfect example of where Apple Vision Pro stands today, I hope that WWDC can be an example of Apple's renewed effort for the platform.
