Apple Announces First Immersive Video for Sports, Vision Pro and Apple Immersive Video, Why Is Apple Sports iPhone-Only?

Happy Thursday. In today’s update, our discussion will begin with the new Apple Immersive Video format found on Apple Vision Pro. There is then one follow-up regarding the new Apple Sports app.

One quick item: I have been using Apple Vision Pro for roughly a week. Zeiss Optical Inserts arrived just a few days ago. My plan is to use the device for some time, naturally see where it fits into my live, before publishing something along the lines of in-depth review or report. In more than a few ways, the initial round of reviews came across as rushed. When we talk about Apple Vision Pro in this update, my perspective is based on actually using the device for some time, and not just the two pre-launch demos.

Let's jump right in. 

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Thoughts After Using Apple Vision Pro for a Second Time

Earlier today, I experienced a 40-minute demo of Apple Vision Pro. The demo was about 10 minutes longer than the one that occurred at WWDC 2023. Across the two demos, I’ve spent about 70 minutes using Apple Vision Pro.

An Above Avalon membership is required to read this update. Members can read the full update here. (Members: Daily Updates are accessible via the archive. If you haven’t logged into the archive before, fill out this form to receive an invite.)

Payment is hosted by MoonClerk and secured by Stripe. Apple Pay and other mobile payment options are accepted. After signup, use this link to update your payment information and membership status at any time.

An audio version of this update is available to members who have the podcast add-on attached to their membership. More information about the podcast add-on is found here. Special Inside Orchard bundle pricing is available for Above Avalon members. Additional membership customization is available via the Financial Models add-on.

How Apple Leverages Product Branding, Making Vision Pro Cool

Hello everyone. Yesterday’s discussion about headset adoption piqued Neil’s interest in Apple’s branding opportunity with Vision Pro and the idea of how to sell "coolness" for the face. Before we get to that discussion, there was one branding-related item worth touching upon in content streaming land.

Last week, we talked about Warner Bros. Discovery looking to license HBO shows to Netflix. In the forum, one member shared a different view than mine. Warner Bros. Discovery can license its less premium content to Netflix, which lacks a premium brand. “Netflix’s cash is used to strengthen their [mass market] positioning, something Max can be OK with as Netflix has seemingly cemented its massmarket segment dominance while Max is showing no ambitions to steer away from premium programming. Max can then use the extra cashflow [from Netflix] to pour it into its premium content and further boost its premium-mass market brand.” You can check out the full comment here.

Such a view makes sense to me in a world where Warner Bros. Discovery didn't have its own paid streaming option. If the concern is found with Max containing premium and non-premium content brands, one option is for Warner Bros. Discovery to offer three different streaming services (Discovery $5 per month / Warner $10 per month / HBO $20 per month) with an attractive package discount when getting all three. While this will jeopardize near-term revenue, it helps the company's long-term direct-to-consumer relationships.

How Apple Leverages Product Branding

Apple has a long history of leveraging product branding to strengthen its ecosystem. The classic white wired EarPods hanging out of one’s ears went on to define a generation of consumer electronics. In recent years, Apple has doubled down on the product branding strategy. The following examples have anchored Apple commercials, advertisements, and marketing.

iPhone

  • Home button (still found with the iPhone SE)

  • iPhone X notch

  • iPhone 14 Pro / Pro Max Dynamic Island

  • iPhone back camera layout

Apple Watch

  • Rectangular display

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