In a recent interview, Netflix co-CEO Greg Peters revealed that the streaming giant has decided not to develop an app for the Vision Pro headset. The Vision Pro, manufactured by Apple, has been deemed “so subscale” by Peters, lacking broad relevance to the majority of Netflix members. With the Vision Pro priced at $3,500, it has also been deemed out of reach for many Apple customers, further solidifying Netflix’s decision to forgo creating an app for the device.
Peters emphasized the importance of fiscal prudence and careful resource allocation in the decision-making process, stating, “We need to be careful about how money is spent, ensuring that resources are not invested in areas that will not yield a return.” He explained that Netflix evaluates the effort required to integrate with specific devices against the benefits for their user base. Despite not completely dismissing the possibility of a future collaboration, Peters highlighted ongoing discussions with Apple, indicating that sometimes finding common ground can lead to swift progress, while at other times it may take a little longer.
Analyst Ming-Chi Kuo estimated initial sales figures for the Vision Pro between 160,000 to 180,000 units during pre-orders, with a projected annual shipment of around 500,000 units. Despite this demand, Kuo labeled the Vision Pro as “still a very niche product,” a sentiment that aligns with Netflix’s decision not to develop an app for the device. Interestingly, the Vision Pro is technically capable of running iPad apps with minimal developer effort, although Netflix has chosen not to make its iPad app available on the headset, leaving subscribers to access the streaming service through Vision Pro’s web browser.
Some industry experts and consumers have expressed disappointment in Netflix’s decision, noting that an app for the Vision Pro could have provided a more immersive and user-friendly streaming experience. However, others have supported the decision, acknowledging the limited reach and high price point of the Vision Pro. Overall, the decision reflects Netflix’s strategic approach to resource allocation and device compatibility.