Cannes Lions

VisionOS

APPLE, Cupertino / APPLE, INC. / 2024

Awards:

1 Silver Cannes Lions
3 Shortlisted Cannes Lions
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Demo Film
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Overview

Entries

Credits

Overview

Background

Apple Vision Pro and visionOS unlock new ways to interact with technology and the world through spatial computing. Years in the making, the platform is full of technological breakthroughs made possible by the tight integration between design and engineering teams across hardware and software.

Idea

The goal was an interface that kept people connected to each other and the real world, without clunky controllers. The design should be so intuitive that people could immediately pick up this device, understand how to use it, and control it with natural inputs.

visionOS was built on the foundation of decades of engineering innovation in macOS, iOS, and iPadOS. There were many challenges in designing this product and blending the digital and the physical. However, the opportunities it introduced pushed the team to stretch the limits of what was possible.

Execution

visionOS features a three-dimensional user interface and input system controlled entirely by a person’s eyes, hands, and voice. High-performance eye tracking uses high-speed cameras and a ring of LEDs that project invisible light patterns onto your eyes for responsive, natural input. Intuitive gestures allow you to interact with apps by simply looking at them, tapping your fingers to select, flicking your wrist to scroll, or using a virtual keyboard or dictation to type.

Vision Pro is designed to deliver incredible compute performance in a compact wearable form factor. Featuring an ultra-high-resolution display system built on top of Apple silicon, it uses micro-OLED technology to pack 23 million pixels into two displays, each the size of a postage stamp, with wide color and high dynamic range. This technology is combined with custom lenses that enable incredible sharpness and clarity, and advanced Spatial Audio.

To help you stay connected to people around you, the team designed a feature called EyeSight. While you’re wearing Vision Pro, the device looks transparent—letting you see them while also displaying your eyes. When you’re immersed in an Environment or an app, EyeSight gives visual cues to others about what you’re focused on.

Vision Pro has modified accessibility features from other platforms, in addition to features unique to the device. It’s highly customizable, as people can change the system to be driven by inputs that support all vision, physical and motor, hearing, and learning needs.

Environments use photography and state of the art VFX to expand your space, seamlessly incorporating UI experiences at a near infinite scale. You can use FaceTime in Yosemite, or watch TV on a 150 foot screen reflecting real-time over Trillium Lake. Bringing together the craft of sound design, photography, VFX, and motion gives a true sense of liveliness to these immersive landscapes.