Apple has released a new immersive music video from The Weeknd featuring his latest single ‘Open Hearts’, which is available exclusively on Vision Pro for a limited time.

Captured in Apple’s Immersive Video format, Open Hearts serves up 180-degree immersive views and spatial audio set to eponymous single from the Canadian pop artist’s upcoming album ‘Hurry Up Tomorrow’.

Putting viewers in the center of the action, the music video—or more of a immersive music experience—lets viewers journey alongside the Weeknd on what Apple calls “an electrifying sonic voyage,” as he makes his way through a surreal, haunting cityscape.

The five-minute experience is free on Vision Pro through the Apple TV app, although users looking to view the experience for entirely free can technically request to demo Open Heart at their local Apple Store starting today.

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Apple says it’s soon bringing out more experiences for free, including the upcoming Concert for One, which is launching globally on Friday, November 22nd, which invites fans to enjoy intimate performances from the world’s biggest artists.

This follows the release of Submerged, Apple’s first scripted short film, and potentially one of the most expensive immersive videos to date. Also filmed in Apple Immersive Video format, Submerged was filmed on a full-scale 23-ton submarine set made with real metal, modeled after WWII-era vessels.

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Well before the first modern XR products hit the market, Scott recognized the potential of the technology and set out to understand and document its growth. He has been professionally reporting on the space for nearly a decade as Editor at Road to VR, authoring more than 4,000 articles on the topic. Scott brings that seasoned insight to his reporting from major industry events across the globe.
  • spirr9986

    Meta needs this kind of content. Plus, Quality live concerts and sporting events.

    • Stephen Bard

      If you open up the "Meta Quest TV" window on your Quest, you will see a very large number of actual 3D thumbnails that also specify whether they are 180/3D or 360/3D. The content includes a wide variety of quality concerts, sporting events, documentaries, animations etc. Meta has far more good 3D media content than Apple, and I noticed that some of the concerts also have "spatial audio".

      • spirr9986

        Well then, they are not promoting it very well. I have gone in there in the past and lots of the unanimated stuff is low-res nonsense. They need to get rid of that. If it is bad quality, T

      • As a happy Quest 3 owner, I can safely say that Meta does not lack for quantity of content but they certainly lack in quality. There is nothing that rivals what Apple has on offer. In Apple's case, its true that there's not quantity compared to what's available in Meta TV, but what Apple does have, according to my 2 in store AVP demos, is heads and shoulders above Meta's curated and original content.
        Also, Meta needs to enhance the "filter" function to allow filtering to only show 180 VR content and exclude all the blurry 360 VR stuff.

    • Agree with this but Meta doesn't have the Hollywood cache or creative studio assets that Apple has. It would be a better move for Apple to work to open up their immersive content to support non Apple headsets like Quest and others. The number of Quest headsets is in the millions worldwide. Opening Apple immersive content to those users would be an instant avenue for subscriber growth.

  • Arashi

    It's mind blowing, words can't describe how good this is. Smart move by Apple, anyone who sees this during a demo will at least want one, I'm 100% sure. Great to see I'm not the only one blown away by this, X is filled with similar reactions.

    • g-man

      But anyone who isn't one of those like five people will never see it.

      Must suck to make a music video for next to no audience.

  • It will probably not happen but it would appear that Apple is missing a revenue opportunity here by continuing to wall off access to these immersive experiences. Sure, they would need to export them in a DRM format that Quest could support, but the sheer numbers of Quest headset owners absolutely dwarf s that of AVP. It would definitely sell some Apple TV+ subscriptions if the purpose of that service is to make money.