SwanDive An Immersive video subscription service optimised for the Apple Vision Pro

The Vision Pro’s February 2024 US release has reignited interest in immersive virtual reality (VR) experiences, with Apple specifically identifying entertainment as one of the leading use cases for the augmented reality / VR headset. Disney+ was prominent in the launch promotion, as was Apple’s commitment to produce spatial originals optimising the spatial computing functionality of the new headset designed for immersive experiences. To tap into this new media format, start-up SwanDive has launched an immersive subscription service app for the Vision Pro offering unlimited on-demand spatial stories for $11.99 per month after a free initial three-month trial.

SwanDive has spotted an opportunity afforded by the Vision Pro App Store that had not previously been available on Meta’s Quest VR App Store; the ability to market immersive stories free from the competing demands of gaming apps. Effectively, Apple is betting on immersive storytelling driving its Vision Pro entertainment experience, while rival Meta continues to double down on games. It also helps that the Apple Vision Pro’s initial release is US only, allowing SwanDive to experiment with a small but growing domestic userbase of tech afficionados willing to spend $3500 for advanced access to revolution, yet evolving spatial computing experiences.

SwanDive is making the call that compelling storytelling will sell subscriptions among early adopters, transforming the Apple Vision Pro from a complementary to a must-have entertainment experience for well-heeled consumers.