Netflix reportedly has no plans to develop apps for Apple's (AAPL) upcoming Vision Pro headset, marking a high-profile snub of the new technology from the world's largest video subscription service. The device will debut on February 2nd.
Specifically, Netflix has chosen not to design a dedicated app for Apple's upcoming Vision Pro headset, nor does it intend to support its existing iPad apps to run on the platform, indicating that Netflix is taking a wait-and-see approach to this new technology and is unwilling to invest resources at this stage in developing dedicated apps or adapting existing apps to accommodate Vision Pro.
At the same time, although Netflix provides apps for Apple's other devices, such as iPhone and iPad, it does not participate in Apple's TV app, that is, it does not integrate its streaming service into Apple's TV app platform. Netflix, Apple's rival in streaming media, said in a statement that users interested in the device can watch its content over the Internet.
While the impact of the move on Netflix is unknown, it's a significant omission for the $3,499 headset as Apple relies on entertainment content to help promote the nascent and expensive technology, and Netflix is a must-have streaming service for many consumers.
Currently, VisionPro will run two main types of apps: new software written specifically for the device's interface or existing iPad apps. Apple has worked to make it easy for developers to move existing iPad apps to the new platform, with the goal of quickly amassing a large pool of Vision Pro software.
However, Netflix's reluctance to even support the iPad approach suggests it's taking a wait-and-see approach to the headset. This is also a bit of a reversal for Netflix, as the company said in July that it would support its iPad apps running on Vision Pro. Even so, Netflix had no plans to release software specifically for the headset's operating system, visionOS.
Contrary to its strategy with Vision Pro, Netflix did develop an app for MetaPlatforms' (META) Quest headset, although it hasn't been updated in years.
"Our members will be able to enjoy Netflix on Vision Pro's web browser, similar to how our members can enjoy Netflix on their Mac," Netflix said in a statement. Apple declined to comment.
But this approach means it will be more difficult for users to access Netflix on Vision Pro. They also can't download Netflix content for offline viewing, which may make using it on a plane more cumbersome. At the same time, Netflix users will not be able to enjoy the customized and immersive viewing environment that may be provided by specialized applications on VisionPro.
While Netflix and Apple don't compete on TV hardware, they are both currently vying for subscribers in the streaming industry. Although Apple is a small player in the field of streaming media, with a US market share of less than 10%, the company has won many awards in this field and its potential strength cannot be underestimated.
Overall, the two companies compete for talent and production deals, and it can be inferred that Netflix may not want to help boost its rivals by providing key apps for upcoming devices.
Apple has been marketing the Vision Pro as an entertainment device, and pre-orders for the device will begin on Friday. Apple said earlier this week that the headset would offer many entertainment options beyond its own TV+ service. This includes shows from Disney+, Max, Peacock, ESPN and Amazon Prime Video, among others.