Lamborghini Launches Official Apple Vision Pro App: A Spatial Showroom for Four Supercars

On July 7, 2026, Automobili Lamborghini released the official Lamborghini app for Apple Vision Pro, a spatial showroom that turns its current supercar lineup into immersive, full-scale digital models . The app lets users place a car in their own physical space or explore a branded virtual environment using natural eye, hand, and voice controls .

Which Models Are Included

The app launches with four models from Lamborghini's current range :

• Temerario
• Revuelto
• Urus SE
• Urus SE Performante

A notable detail: the Urus SE Performante makes its physical-world debut at the Goodwood Festival of Speed later the same week, meaning the Vision Pro app offers a detailed preview of the car before it appears in the real world .

How to Interact With the Cars

The app provides two spatial computing modes :

• Shared Space – Place a high-fidelity digital Lamborghini at 1:1 real-world scale directly into your physical environment. You can walk around it, resize it, and examine it from any angle.
• Full Digital Environment – Enter a completely rendered Lamborghini-themed virtual space to explore the cars without physical-world distractions.

Interaction relies on Apple Vision Pro's native inputs: eyes, hands, and voice (visionOS navigation) . The app also includes a "digital x-ray" view that reveals engineering and structural details beneath the surface — such as the chassis, aerodynamics, and hybrid powertrain . Users can zoom in on seat stitching, cockpit components, and carbon-fiber structures thanks to the headset's ultra-high-resolution display .

Prior Spatial Computing Work (2024)

Lamborghini introduced its first Apple Vision Pro spatial experience in November 2024 at Monterey Car Week, timed with the unveiling of the new Temerario . That experience — an app called "Unravelling Temerario" — let event attendees explore hidden vehicle details and access exclusive content using the Vision Pro's advanced spatial computing capabilities . It was a limited, event-based demo rather than a consumer app, but it served as the direct precursor to the full application launched in July 2026 .

Broader Digital Strategy (2025–2026)

The Vision Pro app is one component of a much larger digital transformation at Lamborghini:

• Digital Thread & Product Lifecycle (PTC Partnership) – At CES 2026, Lamborghini demonstrated an "Intelligent Product Lifecycle" approach with partner PTC. The system centralizes product data across design, engineering, and manufacturing to streamline development and support extreme personalization . A PTC case study notes that digital transformation is a strategic priority for maintaining Lamborghini's luxury leadership .
• Gaming & Immersive Engagement – In March 2026, Lamborghini launched the "Fast ForWorld Experience" inside Fortnite via Epic Games . It also appeared as Main Automotive Partner at DreamHack Atlanta in May 2026, after previous stops in Dallas and Stockholm .
• Web3 & Digital Collectibles – Lamborghini invested in Web3 campaigns such as "The Epic Road Trip," an eight-month campaign that sold limited-edition digital assets and rewarded the brand's Web3 community . At Art Basel Miami 2025, the company introduced a Ledger Stax hardware wallet edition and the Lamborghini ID, built with Moca Network .
• Digital Customer Experience & Personalization – In 2025, 94% of delivered cars had at least one personally customized element through the Ad Personam program, a data-intensive process requiring robust digital traceability across functions .
• LamboForce 2026 – In March 2026, Lamborghini held its internal "LamboForce 2026 — Landing the Dream" event, declaring that digital innovation is a key pillar connecting strategy, technology, and data to enable new levels of personalization across every customer touchpoint .