Apple has taken a major step in revolutionizing the music experience by launching The Weeknd: Open Hearts, a first-of-its-kind immersive experience available exclusively on Apple Vision Pro.
The immersive Open Hearts music video is an exclusive offering for Vision Pro users, and it showcases the remarkable capabilities of Apple’s innovative technology.
Directed by Anton Tammi, the project is heavily inspired by the iconic skyline of downtown Los Angeles, creating a visually captivating world. Fans can explore this new form of storytelling through Apple’s cutting-edge spatial computing, which blurs the line between reality and the digital world.
Apple fans can book in-store Apple Vision Pro demos starting November 15 to experience Open Hearts in its full glory. Those with access to the device can also watch the performance for free via the Apple TV app.
According to Tor Myhren, Apple’s Vice President of Marketing Communications, the collaboration with The Weeknd represents a new chapter in the evolution of music entertainment. He explained that Apple Immersive Video, combined with the power of Vision Pro, allows fans to experience storytelling in ways that were once impossible.
“The immersive visuals and Spatial Audio technology are designed to make users feel like they are part of the performance, creating an experience that goes beyond traditional music listening.”
In addition to this launch, Apple is preparing to release more immersive experiences through the platform. The upcoming Concert for One, set to debut on November 22, will feature six-time BRIT Award-winner RAYE performing intimate sessions recorded at Air Studios in London.
This performance, along with a new EP in Spatial Audio, will be available on Apple Music, showcasing a blend of R&B, jazz, and pop, all enhanced by Apple’s immersive technology.
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