Apple’s Immersive Video Problem
On Thursday Apple debuted its first immersive video since the Vision Pro launched, a five-minute-long compilation of highlights from the MLS Cup playoffs late last year.
Without even seeing the video, I had many questions. Why did it take more than three months to produce a highlight package? And why, when it finally arrived, was it only five minutes long? And what do those two facts suggest about how difficult it is for Apple to produce immersive video content on an ongoing basis?
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Most of Apple’s initial immersive videos, launched with the Vision Pro, linger with long shots. Cuts happen, but only occasionally. The pace is such that when a cut occurs, there’s time to re-orient. You need time to immerse. Quick cuts in a regular video help speed up the action; in immersive video, they’re like hitting a speed bump.
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> I also wonder if Apple is preparing to compile an immersive video of next Monday's total eclipse - the exact sort of event which seems like it would really benefit from this sort of presentation and which most people won't have a chance to see in person next week, or anytime soon.
What's the point of seeing an eclipse in VR? Even more through a movie?
I wonder if it took that long to release because there was lag time getting dedicated staff to work on compiling the immersive video, or if there really is an issue with the video being difficult to produce due to 1st-gen tooling or something?
I also wonder if Apple is preparing to compile an immersive video of next Monday's total eclipse - the exact sort of event which seems like it would really benefit from this sort of presentation and which most people won't have a chance to see in person next week, or anytime soon.