Apple's Vision Pro Excludes Netflix App, Sparking Controversy
Netflix snubs Apple's Vision Pro headset by not launching an app for the device. Users will have to access Netflix through the web browser on the Vision Pro. Lack of a dedicated app means no offline viewing and no custom streaming environments
In a surprising move, Netflix has announced that it will not be launching an app for Apple's highly anticipated Vision Pro headset. This decision has raised eyebrows as it marks a significant snub by the world's largest video subscription service towards the new technology.
Instead of developing a dedicated Vision Pro app or even supporting its existing iPad app on the platform, Netflix has chosen to take a pass. The company, which competes with Apple in the streaming market, stated that users who wish to watch Netflix content on the device can do so through the web.
This omission is quite notable considering the hefty price tag of US$3,499 for the Vision Pro headset, which is set to debut on February 2nd. Apple is relying on entertainment content to drive the adoption of this nascent and expensive technology, and Netflix is undoubtedly a must-have streaming service for many consumers. While Netflix offers apps for other Apple devices such as the iPhone and iPad, it does not participate in the company's TV app.
The Vision Pro will support two types of apps: software specifically designed for the device's interface and existing iPad applications. Apple has made efforts to make it easy for developers to transfer their current iPad apps to the new platform, aiming to quickly build a diverse range of Vision Pro software.
Netflix's reluctance to even support the iPad approach suggests that the company is adopting a wait-and-see approach with regards to the headset. This is a departure from their previous statement in July, where they expressed their intention to support their iPad app on the Vision Pro. However, even then, Netflix did not plan to release software specifically for the headset's operating system, visionOS.
"Our members will be able to enjoy Netflix on the web browser on the Vision Pro, similar to how our members can enjoy Netflix on Macs," said Netflix, based in Los Gatos, California. Apple declined to comment on the matter.
Interestingly, Netflix did develop an app for Meta Platforms Inc.'s Quest headsets, although it has not been updated in years. This decision makes it more challenging for users to access Netflix on the Vision Pro, and they will not be able to download content for offline viewing, potentially making it less convenient for use during travel.
Furthermore, the absence of a dedicated app means that Netflix viewers will not have access to custom environments for streaming. This means that Netflix cannot create specialized immersive backdrops for users to enjoy their videos in.
While Apple and Netflix do not directly compete in the TV hardware market, they are both vying for subscribers in the streaming industry. Although Apple currently holds less than 10% of the US market share, it has been gaining recognition and awards in the streaming space. It is plausible that Netflix does not want to assist a rival by providing them with a key app for their upcoming launch.
Apple has been positioning the Vision Pro as an entertainment device in the lead-up to preorders, which are set to begin on Friday. The Cupertino-based company has stated that the headset will offer a wide range of entertainment options beyond its own TV+ service, including programming from Disney+, Max, Peacock, ESPN, and Amazon Prime Video, among others.
Netflix snubs Apple's Vision Pro headset by not launching an app for the device
Users will have to access Netflix through the web browser on the Vision Pro
Lack of a dedicated app means no offline viewing and no custom streaming environments
Source: Yahoo