Last year, Dolby was proud to share the announcement from Apple that original shows and movies on Apple TV+ would be released in Dolby Vision and/or Dolby Atmos. In addition, the Apple TV app has featured hundreds of movies in Dolby Atmos and Dolby Vision from Hollywood and beyond, and since 2017, Apple customers have enjoyed millions of automatic upgrades in their Apple libraries of HD titles to versions with Dolby Vision and Dolby Atmos as they have become available. Viewers can enjoy the total immersion of a Dolby experience* and enter the world of exclusive Apple Original series such as The Morning Show, or be transported to another era in 1917. In the past few months, other blockbuster releases such as Trolls World Tour have become available direct to streaming in Dolby Atmos and Dolby Vision on the Apple TV app, bringing an incredible cinematic experience to homes everywhere. Dolby recently launched a campaign to celebrate the spectrum of movies and TV shows consumers can enjoy in Dolby Vision and Dolby Atmos on the Apple TV app across Apple devices and other popular platforms. Today, Dolby launched a second campaign to promote the premiere of blockbuster Apple Original Film Greyhound, a World War II film starring Tom Hanks.
While there's a wide variety of Dolby experiences and devices available, from a small mobile device to a complete home theater setup, Apple's ecosystem is unique in its focus on user-friendly experiences for its customers. The Apple TV app is now available on all their favorite screens, including Apple devices, streaming platforms, and popular smart TVs. (To see a list of compatible devices, visit https://www.apple.com/apple-tv-app/devices/.) They can start watching on their iPhone and finish it on their big screen at home with their Apple TV 4K. In fact, many Apple device owners probably already have access to a Dolby entertainment experience — Apple TV 4K, MacBook Pro, MacBook Air, iPad Pro, and the latest iPhone are all enabled with Dolby Atmos, Dolby Vision, or both. To learn more about how to watch in Dolby with the Apple TV app watch the video below.
In our current era of social distancing and remote work, consumption of streaming media has increased as it replaces moviegoing or other social activities. Not surprisingly, research shows that 52%** of US consumers said they are spending more time streaming shows or movies at home on mobile devices due to stay-at-home conditions. Ensuring the best possible sensory experiences at home is all the more important. Consumers do not want to compromise on the quality of the experience, and there's a desire for home entertainment to resemble the moviegoing experience. In fact, 56%*** of respondents to a recent survey during coronavirus restrictions said that they want an enhanced picture and sound experience when streaming shows and movies at home. One survey participant wrote, "I can’t go to the movies so I want as close to that experience as I can get at home.” This is particularly important for when customers watch Greyhound, which was originally set for a theatrical release and can now be enjoyed at home.
Dolby's cinematic experiences on Apple devices can be enjoyed by an incredible number of users, allowing them to escape into the world of stories with ease. With Dolby Vision and Dolby Atmos support across Apple’s entire ecosystem, and a massive library of content in Dolby, everybody can now enjoy the content of their choice without compromises to the quality of the streaming experience. And according to the trends of comments on Dolby social channels, "once experienced it in Dolby, they cannot go back." Thankfully, the availability of Dolby Vision and Dolby Atmos on Apple devices will ensure they won't have to.
*Enjoying a Dolby Atmos experience requires Dolby Atmos capable devices. Enjoying a Dolby Vision experience requires Dolby Vision capable devices.
**Online survey of US Gen Pop consumers ages 18-55 conducted by Dolby on May 20, 2020. Among respondents who self-reported that they currently spend at least 1.5 hours a day watching shows or movies at home via streaming services in a typical week. Excludes respondents who are “not at home more due to coronavirus restrictions (e.g., essential job)” and who “don’t stream shows/movies on mobile devices”.
***Online survey of US Gen Pop consumers ages 18-55 conducted by Dolby on May 20, 2020. Among respondents who self-reported that they currently spend at least 1.5 hours a day watching shows or movies at home via streaming services in a typical week. Excludes respondents who are “not at home more due to coronavirus restrictions (e.g., essential job)”.