Pharmaceutical firm Pfizer has turned to Apple Vision Pro to make an experience that's meant to help cancer patients understand how the company conducts its research into the disease, but looks more like an infomercial.

Among its many other medical uses, Apple Vision Pro has been used to help with cancer detection. But now pharmaceutical technology corporation Pfizer is using it as an education and support device. According to Groove Jones, which developed the Apple Vision Pro immersive experience, the headset is being used to communicate Pfizer's "story of resilience and groundbreaking cancer treatments."

What the Apple Vision Pro wearer sees first is a series of films of real-life cancer stories from patients, their families, and Pfizer scientists talking about the disease. Only, if the stories are real, apparently the people are not. "This proprietary technology creates ultra-high-resolution stereoscopic images representing real patient stories, preserving identities while authentically capturing emotion," it says. "Custom depth maps enhance emotional engagement through lifelike 3D imagery."

That's a lot of trouble to go to when they could've just pointed an iPhone 15 Pro or later to record Spatial Video of real people telling their stories. Groove Jones is also a little patronizing about what it means having anyone speak about their experiences. The audience is primarily cancer sufferers and family members, so they already know and are already moved by the subject. Nonetheless, they and any other user can then move on into a 3D laboratory.