AR Rahman launches immersive app on Apple Vision Pro

Musician A.R. Rahman has launched the ARR Immersive App on Apple Vision Pro, aiming to deliver immersive storytelling and music experiences in spatial computing, reports livemint.com. Industry experts say India's immersive-media landscape is moving beyond experimentation to become a legitimate storytelling medium, with brands like IKEA India, Myntra and Tanishq using AR for interactive shopping.

Equinox Virtual is exploring projects inspired by Indian mythology, including an adaptation of the Bhagavad Gita. However, monetisation remains limited due to high costs of VR headsets and significant investment required for content creation. Pratish Mepani of Starting Monday Design and Branding Co. noted that revenue opportunity is still niche because the hardware ecosystem is small.

Legal challenges persist, as immersive experiences require licences for music, software, 3D assets and digital content. Ankit Rajgarhia of Bahuguna Law Associates said conventional agreements may not confer rights for interactive adaptations. Experts suggest the realistic opportunity is to use immersive technology as a layer within larger entertainment or brand ecosystems rather than as a standalone revenue stream.