Netflix’s CEO give reasons why it will not immediately develop a native app for Apple Vision Pro


Apple Vision Pro

Apple announced earlier this week that Vision Pro will be available for streaming apps such as Apple TV+, Disney+, and HBO Max for the first time. However, Apple did not mention Netflix. This created a concern among Netflix lovers. There were questions about whether Netflix would create an app for the Vision Pro. Recent reports have since shown that Netflix has no plans to develop native apps for Apple Vision Pro.

Apple Vision Pro headset

A Netflix spokesperson told Mark Gurman

“Our members will be able to watch Netflix on Vision Pro through web browsers like Safari, just like they enjoy Netflix on their Mac,”¬†

This statement implies that the Apple Vision Pro will not get a Netflix native app, at least, not for now. However, Netflix co-CEO, Greg Peters has revealed why the company will not develop a native app for the Vision Pro now. In an interview with Stratechery’s Ben Thompson today, Netflix co-CEO Greg Peters reiterated this point. He said

It‚Äôs not that we are unwilling or unwilling to launch native Netflix applications on Vision Pro, but from the perspective of device universality, we need to be cautious when developing applications for new platforms.¬†How much does it cost to integrate the app on any particular device, and what are the benefits to the members we serve?¬†We have to be careful to make sure we’re not investing money where there’s no real return, and I would say we’ll see what happens with Vision Pro.¬†Of course, we’ve been in discussions with Apple to try to resolve this issue, but right now, the device is too small and not particularly relevant to most of our members.

Greg’s statement above shows that Netflix is not ready to gamble with the Vision Pro. For Netflix, the Apple Vision Pro is just too niche at the moment to deserve a native app.

Apple Vision Pro Display

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Apple Vision Pro will get native apps from popular platforms

Although Netflix is backing out for now, Apple has reached agreements with many streaming media service providers. Some of them will launch visionOS native apps, while others choose to provide iPad apps. The company have reached agreement with the likes of Disney+, HBO Max, Amazon Prime Video, Paramount+, Peacock, etc. Disney has even promised to play some of its movies in 3D, allowing Vision Pro wearers to get a true cinematic experience.

About Apple Vision Pro

Apple’s new product, the Vision Pro, is a mixed-reality headset that is controlled by users’ hands, voice, and eye movements. It is a platform for augmented reality (AR) and virtual reality (VR) experiences, and it is the most advanced personal electronics device ever created by Apple. According to Forbes, it is the best XR/VR/AR experience available, and nothing comes close to it.

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Apple Vision Pro For Productivity

The headset has 12 cameras, five sensors, and six microphones, and it processes data using a custom-designed chip. The Vision Pro provides a high-fidelity, video-quality, and interface experience that is unmatched by any other XR/VR/AR device. It is a new kind of computer that augments reality by seamlessly integrating digital content with the real world. The device will scan users’ irises to verify their identity, for example, to make payments or enter passwords. The headset’s price is $3,499, which is more expensive than rival devices like the upcoming $500 Meta Quest 3, $550 Sony PlayStation VR 2, and even the $1,000 Meta Quest Pro.

Final Words

Netflix co-CEO has officially confirmed that the company will not launch a native app for the Vision Pro immediately. He gave reasons for this decisions and his reasons are relatable. At the moment, nobody knows how well the Vision Pro will sell in the market. This device is quite expensive thus not many people will be able to afford it. For this reason, Netflix believes that the Vision Pro is too niche for now to deserve a native app. Netflix could run at a loss if it develops the app and there is not enough patronage. The company is trying to avoid this.

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