According to Bloomberg’s Mark Gurman in his recent Power On newsletter, Netflix has no plans to create a native app for Apple’s Vision Pro. Instead, they will allow their existing iPad app to run on the mixed reality headset without any modifications. This decision puts Netflix in the category of developers who choose not to build Vision Pro software from scratch but rather utilize their existing apps. Whether Netflix made this decision intentionally or not is unclear.
Although it remains to be seen if the iPad app will be sufficient for users, it may meet expectations for those who simply desire a large screen with their favorite Netflix content displayed in front of them. However, given that Apple’s Vision Pro is essentially their first TV, running Netflix as an iPad app could potentially lead to bugs or missing features that other native streaming apps may possess. Further details regarding Netflix’s decision are currently being sought through contact with the company.
Gurman’s article highlights Netflix’s lack of support in the broader context of a potential challenge Apple may face in persuading high-profile developers to create apps for the Vision Pro headset. This device represents a new platform for the company, and factors contributing to potential struggles include the headset’s starting price of $3,500, projected limited sales in its first year, and the existing app issues experienced by Meta, Apple’s main competitor in the market.
Despite these concerns, the Vision Pro will launch with a vast library of iPad apps that can run on the headset without any alterations. Disney Plus, for example, is confirmed to be available on the device, as it was prominently featured in the WWDC 2023 keynote where the Vision Pro was announced. Additionally, both Zoom and Microsoft have committed to developing software for the headset, indicating a growing interest from developers.
Gurman also speculates that Vision Pro apps may come at a higher cost compared to their iPhone and iPad counterparts. It wouldn’t be surprising if the price of most apps on the platform increased significantly, possibly exceeding $20 as the new norm. More specialized professional apps could be priced between $50 and $250, reflecting their enhanced functionality. Similarly, the price range for games on the platform may range from $40 to $60, especially during the early stages when the majority of buyers will likely be tech enthusiasts and early adopters.
In conclusion, Netflix has decided to allow its existing iPad app to run on Apple’s Vision Pro rather than developing a native app for the headset. This decision aligns with other developers who choose not to build new software for the platform. However, concerns remain regarding potential bugs or missing features in the iPad app compared to native streaming apps. Apple faces a challenge in attracting high-profile developers to create apps for the Vision Pro due to various factors, including its high price and previous app-related issues with competitors. Nonetheless, the Vision Pro will launch with a substantial library of iPad apps, including popular platforms like Disney Plus. Finally, Gurman speculates that Vision Pro apps may come at a higher cost than their counterparts on other Apple devices, with some apps potentially priced between $50 and $250 and games ranging from $40 to $60.
