Apartment List is very smart and very successful. But this is little more than an expensive gimmick. People will always go to view, and it's unlikely the panorama would help filter down the shortlist more.
Property listings are about photos. They are glance-worthy, flick-worthy and just enough information to make a judgement to view on.
Saying that, in the battle for eyeballs and loyalty, gimmicks often make a difference.
See Inman News's story here: