Apple just stepped into the virtual reality game, kinda, via a(nother) partnership with U2. Apple Music and the Irish band collaborated on a special 360-degree video for Song for Someone produced by Vrse -- a platform for original VR content. This might be the first consumer VR content with Apple's name to it, but it's familiar ground in many ways. The partnership between U2 and Apple is part of a promotional "experience" which includes a bus outside venues of its European Tour, where fans of U2 can view the video via Oculus rift. Apple Music, on the other hand, is clearly trying new ways to win over some of those (many) non-paying users currently testing out its streaming service.