Launching into a Brave New World, with Apple Vision Pro
A Case Study on the Launch Video
When Apple launches a new product, the world takes notice. The Vision Pro is the most ambitious product that the company has announced in years, and producing a launch video that strikes the right balance of informing, explaining, exciting, and building demand is critically important to success. Our study examined the effectiveness of this video in terms of building general interest, demonstrating specific features, and managing the extremely high expectations around this game-changing new product.