The Vision Pro is coming slightly earlier than anticipated, on Feb. 2, with pre-orders opening on Jan. 19. We already know quite a bit about the device, which was originally announced in June 2023 — it’s a whole new product category for Apple, with an accompanying, new platform, Vision OS, and an entirely different way to interact with apps, games, and video.
So how’s Apple selling it to us? Mostly by not even mentioning it at all.
The ad for the Vision Pro, titled “Get Ready,” merely shows inserts from famous movies and TV shows, with characters such as Luke Skywalker, Snoopy, Geordi La Forge, and Iron Man, putting on some sort of head-worn device, be it a helmet, motorcycle goggles, or a visor. The ad ends with a woman putting on the Vision Pro and seeing the device’s user interface.
In many ways, the ad is similar to Apple’s first ad for the iPhone, titled “Hello,” which consists of a montage of movie clips with various famous actors merely saying “hello” into a phone.
The idea, we reckon, is to convey the idea that the Vision Pro is merely a gateway into a new universe of content. It’s simple and effective, and it underlines the importance of Vision Pro for Apple: It’s the company’s first entirely new product category since the Apple Watch, which launched in 2015.