Apple CEO Tim Cook and NBA Commissioner Adam Silver (pictured) discussing the NBA app for Apple Vision Pro. Courtesy of the NBA; COOK: Michael M. Santiago/Getty Images; SILVER: Jonathan Daniel / Getty Images Tim Cook was eager to delve into the realm of statistics. The Apple CEO sat at an iMac in NBA headquarters in New York with NBA Commissioner Adam Silver, surrounded by a collection of basketballs. On the table in front of them, a device that Cook described as a game-changer, the Apple Vision Pro. The NBA had been diligently working on a specialized program for the device, and Cook and Silver were being briefed on its features by developers Lauren Marshall and Matthew Parrott. They discussed capabilities such as the ability to watch five games simultaneously, immersive video, and real-time statistics display near live games. In an interview following the demonstration, Cook and Silver expressed confidence in the device’s potential to revolutionize not just how people watch sports, but entertainment as a whole. Cook shared his amazement at the device’s capabilities, stating, “I’ve seen various game shows, and it’s just extraordinary, it’s so different. It’s hard to go back to the 2-D world after experiencing the 3-D world, you just don’t want to.” Silver, recalling a prior meeting with Cook in his office, emphasized the need for production organizations to adapt to these changes and begin investing in their direct-to-consumer operations. “There is a significant push now to take global content and explore ways to distribute it globally while creating engaging and immersive experiences. So, you will see many developers realizing the need for their designers and engineers. We can’t rely on others, and this will elevate everyone,” he added. Cook’s visit to the NBA League office coincided with the launch date of Vision Pro, Friday, Feb. 2. Prior to this, Cook had participated in the opening of Apple’s Fifth Avenue Store, where he interacted with customers and opened the doors for eager fans waiting to obtain their Vision Pro devices. He noted that many of the early customers he encountered were developers keen to utilize Vision Pro for their own projects. Additionally, Apple has allocated substantial resources to put Vision Pro in the hands of developers who are creating innovative products. Apart from the NBA and Disney, prominent figures such as filmmaker James Cameron and Jon Favreau have expressed interest in utilizing Vision Pro. “We began discussions with numerous manufacturers, and everyone was drawn in by the potential of this device compared to traditional equipment,” Cook shared. “So, my instinct tells me that there will be a surge of interest in this, but time will tell.” At the NBA office, the focus inevitably returns to live games. The league’s software has been steadily evolving since the announcement of Vision Pro at WWDC the previous year. Chad Evans, NBA’s senior VP of marketing and platforms, expressed enthusiasm for creating immersive and interactive environments, facilitating access to interactive programs and social media while watching games, all made possible with Vision Pro. Evans highlighted that testing the device was an eye-opening experience for the team, helping them solidify their vision for its application. Furthermore, the potential for immersive video to immerse users in the heart of the action was also discussed. Cook emphasized the allure of being part of the game through Vision Pro, surpassing the experience of court-side seats. Silver echoed these sentiments, highlighting the device’s capability to transport users to unique vantage points and change consumer behavior in how they consume sports content. “We viewed football and baseball [in the Vision Pro demo], and I believe, as Tim mentioned, these are early days, but this is a game-changer,” Silver asserted. “This, to me, will become the norm for watching sports on television.” He acknowledged the necessary transition and the reevaluation of camera placement on the court, emphasizing the significance of this shift. 
Tim Cook, Adam Silver, and the NBA development team. NBA Following the demonstration, Silver and Cook descended the wooden stairs to the NBA staff cafeteria, which was transformed to host the NBA’s development team overseeing the Vision Pro program. The pair posed for photos alongside the team, who will explore the potential of filming sports using Apple’s specialized equipment. Silver revealed that the NBA is already planning to utilize this technology during the All-Star weekend events in Indianapolis, with the hopes that any network or broadcast service featuring live games will follow suit. “Apple has been very adept at envisioning the future,” Silver commended. “I see Vision Pro as an embodiment of that future. I believe that everyone, from Apple to other creators such as Disney and ESPN, should seize the opportunity to use Apple’s tools. It is my responsibility to motivate our partners to embrace the future, and that’s exactly what we are doing,” he affirmed. “We are here to lead the way.”
