Marvel Studios has teamed up with San Francisco’s ILM Immersive for an upcoming mixed-reality project called What If…? – An Immersive Story (pictured).
Billed as the “first-ever interactive Disney+ Original story,” this hour-long experience will eventually be available as an exclusive app on the Apple Vision Pro—a new AR/VR headset that hit the market back in Feburary 2024—although no release date has been announced yet.
Much like the animated series and comic books it’s based on, What If…? – An Immersive Story features reimaginings of iconic events from the Marvel Cinematic Universe and multiversal versions of well-known characters.

Vision Pro users will get to actually participate in the story, going on a mission to learn the mystic arts, interacting with heroes, and harnessing the power of infinity stones—all made possible by the headsets’ “spatial computing” capabilities. The goal is to allow fans to “perform the kind of magic they have only seen on screen in a passive way as a viewer,” notes Shereif Fattouh, EP at ILM Immersive.
With this exclusive locked down, Vision Pro (which is designed for ages 13 and up) should certainly attract more interest from teen MCU fans, although the device has a hefty price tag at US$3,499.
It remains to be seen whether Disney will follow this effort up with mixed-reality experiences for more of its franchises. The company’s US$1.5-billion investment in Epic Games in February signaled a commitment to IP gamification as a strategy for reaching younger demos like Gen Alpha.
This transmedia approach could also serve as a way to freshen up the MCU without compromising the studio’s plans to trim its movie and TV slate—as outlined by CEO Bob Iger in this week’s Q2 earnings call.