visionOS 27 is Apple's chance to show it cares about Apple Vision Pro

Apple Vision Pro isn't on its deathbed, but it is starved for attention

Apple casually tossing a trailer out for an upcoming Immersive Video reminded me how little it advertises Apple Vision Pro and its functionality.

There have been very few ads for Apple Vision Pro, and I'm not sure if any actually aired on television. The closest thing we got to a full ad (that wasn't just a supercut of the keynote or photo of a person wearing it) was an excellent homage to Apple's original iPhone ad.

Here's the Apple Vision Pro "Get Ready" ad.

And here's the iPhone "Hello" ad.

Forgive the sources, Apple doesn't keep anything on the web for long.

Knowing how little Apple actually advertises the product, its exclusive content, and its operating system lets you understand its place in Apple's lineup. We don't know Apple's success metric for the product, but I always believed it has sold, and is selling, precisely how Apple wants and expects it to.

Apple is an award-winning advertising company with billboards, web ads, TV ads, and even short films that showcase its products. It's barely done so with Apple Vision Pro.

Tim Cook has been clear since Apple Vision Pro was announced that it was a high-end product meant for early adopters. The price says it all.

However, that doesn't mean that Apple should neglect the platform as it waits for a next-generation model to be ready.

Immersive Video advertising on a 2D platform

This is on my mind today because Apple did what it's been doing for some time – it dropped a trailer for an upcoming Immersive Video on YouTube. That trailer didn't appear on Apple Vision Pro for hours, but it did finally show up (in 2D).

My piece wasn't about the trailer. I knew it and the content would eventually arrive on the platform, but how it just appeared in an RSS feed was funny to me. The short film (it's about Real Madrid) was announced in something like November by Eddy Cue.

Neat, I guess. I'm glad it's coming May 20 and there's yet another piece of content that's about 20 minutes long on Apple Vision Pro.

But something about it felt off. Like other Apple TV content, it seemed to arrive out of nowhere. Now, Apple does have its little trailers and announcement posts about its streaming service content, but the Immersive Video stuff barely gets the same treatment. Unless it's a big one like "Submerged."

This story isn't so much about Apple's lack of advertising for its media. It just struck a chord that reminded me that this is how literally everything visionOS is treated. It's just tossed out there for those that bother to pay attention.

visionOS 26 was an excellent release, but it has nearly zero new user-facing features in the year since. The biggest ones were due to new hardware arriving.

I know that WWDC 2026 is going to be focused on iOS, macOS, and AI, but I hope visionOS gets some love too. If anything, I believe a lot of Apple's AI initiatives should translate well to the spatial computing platform.

Time will tell.