The Weeknd teamed up with Apple on 'Open Hearts,' a video experience exclusively available on the Apple Vision Pro, and fans can book a demo at their local Apple store
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The Weeknd is known for creating immersive visuals, from his darkly cinematic music videos to his memorable Super Bowl performance. Now he's getting even more immersive, teaming up with Apple on The Weeknd: Open Heartsan immersive video experience available exclusively on the Apple Vision Pro. Open Hearts became available on Nov. 14 through the Apple TV app on the Apple Vision Pro. As of today, fans can book a demo at their local Apple Store to experience Open Hearts.
Apple Vision Pro
The Apple Vision Pro is available directly from Apple for between $3,499 for the 256 GB version to $3,899 for the 1 TB model.
The video takes listeners through a “haunted cityscape” that was “heavily inspired by Los Angeles's iconic downtown skyline,” according to Apple. The video was directed by Anton Tammi. Tor Myhren, Apple's vice president of Marketing Communications, said “With Vision Pro, fans experience storytelling in ways that were not possible before: with immersive visuals and Spatial Audio that make them feel like they're right in the middle of the action.”
When the Apple Vision Pro was first announced last year, Apple highlighted its capabilities as a spatial computer, showing off the device's capabilities for work, browsing, and video. Unlike the Meta Quest, formerly known as the Oculus Quest, the Apple Vision Pro is not primarily designed for gaming. Given the Apple Vision Pro's much steeper price and disparity in gaming content, it's unsurprising that Apple has been building up exclusive content to entice shoppers.
In addition to The Weeknd's Open HeartsApple debuted Submergedthe first scripted short film shot for the Apple Vision Pro. The company will be rolling out other immersive video content like Concert for Onewith the first performance from RAYE and a 20-piece band launching on Nov. 22.
Apple is also showing off its selection of nature and adventure docuseries for the Apple Vision Pro, including Wild Life and Adventure.
The Weeknd's latest project, Hurry Up Tomorrowwas announced on Sep. 4 and is intended as the final part of a trilogy, following After Hours and Dawn FM.
