Netflix’s Surprising Decision: Why They Skipped Apple’s Vision Pro Headset


Apple Vision Pro

The absence of Netflix on Apple’s highly anticipated Vision Pro headset has garnered significant attention, leaving many users disappointed. While the official launch is mere days away, Netflix’s co-CEO Greg Peters has shed light on the reasoning behind this seemingly surprising decision.

In a recent interview, Peters emphasized Netflix’s strategic focus on “investing in places that yield a return for the company.” He explained that the current user base of Vision Pro is simply too small to justify developing a dedicated app or making the iPad version compatible. He dubbed the device “subscale,” indicating its limited reach within Netflix’s broader audience.

Netflix called the latest Vision Pro headset too “insignificant”: Therefore there will be no application for it

Apple's first Augmented Reality Headset Vision Pro Launched

However, Peters acknowledged ongoing discussions with Apple, leaving the door open for future possibilities. He hinted at a willingness to adapt based on the “big picture strategic calculus” and highlighted the history of successful collaborations between the two companies. This suggests that an official Netflix app for Vision Pro may not be entirely off the table.

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This approach raises several questions. One, is “subscale” a reasonable justification for denying access to a potentially immersive new viewing experience? Disney+, for instance, is prioritizing a tailored VisionOS app, demonstrating a commitment to early adopters. Two, does Netflix’s decision solely reflect user base size, or are there additional technological or financial considerations at play?

While Peters offered no direct explanation for not adapting the iPad app, the implications are intriguing. Does Netflix have reservations about the user interface or functionality limitations of the current VisionOS platform? Could concerns about content piracy or monetization play a role?

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Ultimately, Netflix’s decision reflects a strategic calculation based on perceived return on investment. However, it also underscores the rapidly evolving landscape of virtual reality entertainment. Apple’s Vision Pro represents a totally new platform, and its success could hinge on attracting major content providers like Netflix. The future of their partnership appears to depend on finding a mutually beneficial path forward, one that caters to both user demand and strategic priorities.

In conclusion, Netflix’s absence from Vision Pro launch day is not solely a matter of technology or scale. It highlights the complex interplay of business strategy, user expectations, and the evolving VR landscape. Whether this remains a temporary setback or a missed opportunity for both companies remains to be seen. The answer likely lies in the ever-changing “big picture” that both Netflix and Apple are carefully navigating.

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