Apple Showcases Its VR
Dreams—With a U2 Video
By Angela Watercutter
Created by Chris Milk and his VR company Vrse, the experience—which made a soft debut on an Apple-branded bus outside the band’s London show at O2 Arena this weekend and is now available on the Vrse app—ties together images of the band playing the song in an empty Toronto venue with fans singing the Songs of Innocence track all over the world. More importantly, it also shows that Apple, one of the largest technology companies in the world and one very focused on creatives, is finally showing public-facing interest in virtual reality.
“It was an amazing experience working with the people at Apple on this project,” says Milk. “[Apple Music head] Jimmy Iovine is, of course, interested in music and innovation and has been a huge supporter of this project from the beginning—and was instrumental in making it come to fruition.”