Netflix Wants To Bring An Apple Vision Pro App, But Says That The Product Is Not Important For The Streaming Service’s Users

The Apple Vision Pro App Store launched before the headset’s pre-orders went live, but various companies refused to bring their apps to the visionOS platform, including Netflix. However, in the latest interview, the co-Chief Executive expressed his desire to bring the service to Apple’s AR headset but believes that this decision is not a priority for millions of subscribers that use the streaming service.

Netflix co-CEO says that he only invests in places that yield a return for the company, and the Apple Vision Pro is not one of those avenues

Speaking with Stratechery, executive Greg Peters says that the company is always in discussions with Apple, but as far as bringing an app to the AR headset goes, the streaming service has other priorities. Firstly, Netflix says that it only invests in places that yield a return for it, and unfortunately, likely due to the limited shipments of the Apple Vision Pro, bringing an app for the device is not of paramount importance. The co-CEO also calls the mixed-reality headset ‘so subscale,’ believing that as a product, it is not important for the majority of Netflix users.

Not by any unwillingness or lack of desire to [have an app on Vision Pro], but even when you note we look at as close to ubiquity on devices perspective, the decisions that lead to that are we try and be very rigorous about, “What’s the effort to integrate on any given set of devices and what’s the benefit for the members that we serve?”.

We have to be careful about making sure that we’re not investing in places that are not really yielding a return, and I would say we’ll see where things go with Vision Pro. Certainly we’re always in discussions with Apple to try and figure that out but right now, the device is so subscale that it’s not really particularly relevant to most of our members.

Assuming the Apple Vision Pro can change the market and carve out a place for itself, Netflix’s priorities might change. A low-cost version of the head-mounted wearable is rumored to launch in 2025, so an affordable price is what might help Apple gain traction in this market. Even with an estimated 180,000 units pre-ordered, Netflix still needs convincing, though it is possible that the underlying reason for not bringing an app to visionOS might be something else, which we may find out in the future.

News Source: Stratechery

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