A new marketing concept for Apple Vision Pro
One-line idea: Apple Vision Pro doesn’t pull you out of reality — it gives reality more room.
With the M5-powered Apple Vision Pro and the Dual Knit Band for lasting comfort, plus visionOS 26 turning your space into a persistent canvas (widgets that stay where you put them, spatial scenes, spatial web browsing, shared experiences, and even a Jupiter Environment), the message becomes dead simple: your world is the interface — and it just got bigger.
The core promise
“Your life. In more dimensions.”
“Expand Your Universe” frames Vision Pro as the upgrade to everyday life:
- More space for your day (widgets that stay put in your room).
- More depth in your memories (spatial scenes).
- More reality in the web (Safari spatial browsing + inline spatial scenes + 3D models).
- More together (shared experiences with people in the same room).
- More control to create + play (Logitech Muse, PlayStation VR2 Sense controller support, faster hand tracking).
- More “wow” that’s actually usable daily (comfort-forward Dual Knit Band + M5 performance).
The big creative system
The “Universe Layers” framework
Instead of selling “features,” we sell layers of expansion—each a repeatable mini-story you can run everywhere (TV, social, OOH, retail demos).
Each layer has:
- a human moment (real life)
- a snap expansion (spatial layer appears)
- a payoff (more joy / more clarity / more connection)
Think: not sci‑fi… more “holy sh*t, that’s my living room.”
The six “Universes” (modular campaign pillars)
1) The Home Universe
Tag: “Leave it there.”
Hero moment: You place Calendar/Photos/Music widgets in your space — and they’re there every time you return.
Visual cue: clean room, then “constellation” UI anchors appear and stay.
2) The Memory Universe
Tag: “Relive, don’t just replay.”
Hero moment: A photo becomes a spatial scene—depth you can lean into.
Visual cue: a still image “opens up” into dimensional space.
3) The Web Universe
Tag: “Scroll into the story.”
Hero moment: Safari turns articles into inline spatial scenes, and product pages drop 3D models into your room.
Visual cue: the webpage becomes a window with depth; objects “step out.”
4) The Together Universe
Tag: “Same room. Same moment.”
Hero moment: Two people share a movie/game experience nearby.
Visual cue: split perspective → shared spatial screen across the room.
5) The Creator Universe
Tag: “Make in 3D. Like it’s normal.”
Hero moment: Sketch/design in space using Logitech Muse.
Visual cue: lines become objects; objects become ideas.
6) The Explore Universe
Tag: “Go somewhere real.”
Hero moment: Wide field-of-view video + the Jupiter Environment makes “escape” feel earned—not gimmicky.
Visual cue: your room subtly dissolves into Jupiter light, then snaps back to reality.
The hero film concept
60s spot: “UNIVERSE”
Structure: 6 scenes, 6 universes, one continuous escalation.
Opening:
A person puts on Apple Vision Pro. Quiet. Real room.
Text: EXPAND YOUR UNIVERSE.
Beat 1 (Home): widgets appear where they place them.
Beat 2 (Memory): a photo expands into a spatial scene.
Beat 3 (Web): Safari scroll turns into depth; a 3D object lands in the room.
Beat 4 (Together): second person joins; shared screen stretches across the room.
Beat 5 (Creator): Muse draws a 3D concept into being.
Beat 6 (Explore): Jupiter Environment — massive, calm, unreal.
Close:
Cut back to the living room. Everything feels bigger, even without the headset.
Supers: Apple Vision Pro. The era of spatial computing is here.
(No spec flexing. The “hardcore” part is the confidence: this is the new normal.)
Social + creator engine
“Show us your Universe” (UGC that doesn’t look cringe)
Mechanic: creators post a 7–12s video where their space “expands” into one chosen Universe.
Prompts (simple, repeatable):
- “My desk Universe” (widgets + focus)
- “My memory Universe” (spatial scenes)
- “My web Universe” (3D model in my room)
- “My together Universe” (shared experience night)
- “My creator Universe” (Muse + spatial sketch)
- “My explore Universe” (Jupiter flex)
Signature format: snap cuts + clean typography + sound that “opens space.”
Retail + demo experience
“Pick your Universe” demo menu (fast, personal, addictive)
Apple already pushes demos and one‑on‑one sessions — this concept turns demos into a choose‑your‑own expansion.
In-store flow (5 minutes):
- Choose 2 universes you care about
- See them immediately
- Leave with a QR that deep-links to “your universe playlist”
Make the demo headline-worthy:
Feature the F1® THE MOVIE immersive hot lap demo hook as the “Explore Universe” opener (instant adrenaline).
Visual language
Key motif: a subtle orbit ring (your universe boundary expanding)
- Minimal Apple aesthetic, but with cosmic depth: soft gradients, negative space, “light bending” transitions.
- UI isn’t floating randomly — it’s anchored (because the promise is your space, but bigger).
Messaging that hits hard (without sounding like a spec sheet)
Master line:
Expand your universe.
Support lines (swap by audience):
- “Your space. Your apps. Right where you left them.”
- “Relive memories with depth.”
- “Browse the web in a new dimension.”
- “Share experiences in the same room.”
- “Create and play with spatial accessories.”
- “Comfort that keeps you there longer.” (Dual Knit Band comfort narrative)
Why this concept is strategically sharp
It attacks the biggest friction points without ever saying them out loud:
- “Is it just a demo?” → No, it’s your daily space (persistent widgets).
- “Is it lonely?” → Shared experiences nearby.
- “Is it uncomfortable?” → Dual Knit Band comfort story is front-and-center.
- “Is it powerful enough?” → M5 is the quiet confidence in the background.
If you want to take it even further
Two spicy extensions that would absolutely slap:
- “Universe Drops” (monthly): a new spatial scene pack, a new immersive moment, a new demo highlight—keeps the story alive without reinventing the wheel.
- “Universe Rooms” pop-up: 6 rooms, 6 universes, 6 minutes. People leave saying: “Okay… now I get it.”