Netflix co-CEO thinks Apple Vision Pro "isn't relevant to most of our members" — but stops short of ruling out a native app entirely

Netflix in Safari on visionOS
(Image credit: Future / Apple)

In a new interview, Netflix co-CEO Greg Peters has revealed he doesn’t think Apple Vision Pro is relevant to its subscribers for the foreseeable future.

Speaking with Stratchery, Peters was asked about the absence of a native Netflix app on Apple’s headset. “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,” Peters revealed. “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 particularly relevant to most of our members.”

Apple does allow developers to port their iPad apps to Vision Pro rather than create new native ones, but Peters didn't explain why Netflix has declined to take advantage of this.

It’s worth noting that YouTube and Spotify have also declined to support the headset, advising users to log into their sites with the Safari web browser instead. Since September 2023, Apple has allowed developers to port their iPhone and iPad apps on Vision Pro by simply ticking a box in Xcode. For Spotify, Netflix, and YouTube to not do this is simply baffling, but this move may likely spur some to satisfy their entertainment needs elsewhere, and with apps like Disney+, Apple TV Plus, and more getting support, there are plenty of alternatives to choose from.


A unique opportunity for Apple TV Plus — iMore’s take

For All Mankind

(Image credit: Apple)

My wife and I have been watching a lot of what Apple’s streaming service has to offer — from Long Way Up, to For All Mankind. These have been fantastic from start to finish, and the quality of Apple's original content and the curation of its titles shines over Netflix's "quantity-over-quality" approach.

Apple recently announced ‘Immersive Originals’ coming to Apple TV Plus on Vision Pro as an exclusive feature. Since rivals like Netflix and YouTube aren't releasing their own apps on the platform, it's possible that Vision Pro users might look to Apple TV Plus for their immersive entertainment fix instead.

These potential subscription changes won’t solely be due to Apple TV Plus being one of the few subscription services to have a native app on the headset either. visionOS will offer plenty of immersive experiences, such as enabling the user to enlarge the display with a pinch gesture, and watching a movie in Apple’s Steve Jobs Theater, thanks to its Environments feature. It's features like these that could spur users to try and adopt Apple TV Plus into their weekly watching habits.

Unfortunately, Netflix, Spotify, and YouTube are doing a disservice to the customers who will be picking up Vision Pro — regardless of how small that market may be to begin with. In turn, this opens up an opportunity for Netflix and YouTube subscribers especially, to switch to Apple TV Plus, and take advantage of exclusive features like Environments and Immersive Video in Vision Pro. It’s all to play for with Apple TV Plus when it comes to Apple’s headset, and it could give moviegoers an amazing experience that its streaming rivals are simply refusing to offer for now.

More from iMore

Daryl Baxter
Features Editor

Daryl is iMore's Features Editor, overseeing long-form and in-depth articles and op-eds. Daryl loves using his experience as both a journalist and Apple fan to tell stories about Apple's products and its community, from the apps we use everyday to the products that have been long forgotten in the Cupertino archives.


Previously Software & Downloads Writer at TechRadar, and Deputy Editor at StealthOptional, he's also written a book, 'The Making of Tomb Raider', which tells the story of the beginnings of Lara Croft and the series' early development. He's also written for many other publications including WIRED, MacFormat, Bloody Disgusting, VGC, GamesRadar, Nintendo Life, VRV Blog, The Loop Magazine, SUPER JUMP, Gizmodo, Film Stories, TopTenReviews, Miketendo64 and Daily Star.

  • FFR
    Gotta buy time until the Netflix app is ready for Apple Vision Pro.
    Reply
  • Annie_M
    Given all of Netflix's recent woes, it seems that its' CEO is rather short-sighted!
    Reply
  • Ledsteplin
    Apple Vision Pro isn't relevant to most Apple users either. Too expensive.
    Reply
  • FFR
    Ledsteplin said:
    Apple Vision Pro isn't relevant to most Apple users either. Too expensive.

    Too expensive?

    Same thing was said about Macs, powermacs, PowerBooks, iMacs, iPods, iPhones, iPads, AirPods, Apple Watches, and even the polishing cloth.
    Reply
  • Ledsteplin
    FFR said:
    Too expensive?

    Same thing was said about Macs, powermacs, PowerBooks, iMacs, iPods, iPhones, iPads, AirPods, Apple Watches, and even the polishing cloth.

    Buy you a set then. Most people can't afford to pay $3,500 for those things. Most people can't afford $1,400 for an iPhone. Most people don't have an iMac.
    Reply
  • FFR
    Ledsteplin said:
    Buy you a set then. Most people can't afford to pay $3,500 for those things. Most people can't afford $1,400 for an iPhone. Most people don't have an iMac.

    Over 100 million users on a Mac, with Apple selling 28 million Macs a year.
    Over 1.5 billion iPhone users, with Apple selling 229 million iPhones a year. Seems to be plenty of consumers that do.

    It’s ironic because Apple was and has always been mocked for being on the far side of the pricing curve. They have been selling a $5999 display with a $999 display stand for a while now.

    Or a set of wheels for the Mac Pro.
    Reply
  • Ledsteplin
    FFR said:
    Over 100 million users on a Mac, with Apple selling 28 million Macs a year.
    Over 1.5 billion iPhone users, with Apple selling 229 million iPhones a year. Seems to be plenty of consumers that do.

    It’s ironic because Apple was and has always been mocked for being on the far side of the pricing curve. They have been selling a $5999 display with a $999 display stand for a while now.

    Or a set of wheels for the Mac Pro.

    100 million is not most people in the US. I said $1,400 iPhones. I don't even have one that cost $1,400. Again, $3,500 is too much, and most people will agree.

    For desktop and laptop computers, Microsoft's Windows is the most used at 73%, followed by Apple's macOS at 16%, and Google's ChromeOS at 2.4% (in the US)

    How many of your 100 million got theirs used at a much lower cost?
    Reply
  • FFR
    Ledsteplin said:
    100 million is not most people in the US. I said $1,400 iPhones. I don't even have one that cost $1,400. Again, $3,500 is too much, and most people will agree.

    No, those are Apple users that pay Apple prices.

    100 million active Mac users, a majority of which are US based.

    If you want to stick to iPhones then yes the iPhone is dominating in the US and the iPhone 15 pro series makes up over 50% of iPhone shipments with the 15 pro max being the best selling model.

    Where have you been.

    3500 might be too much for some Apple users, but Apple already made over 700 million dollars in the first 18 minutes during preorders. It’s a weird argument you are trying to make.




    Ledsteplin said:

    For desktop and laptop computers, Microsoft's Windows is the most used at 73%, followed by Apple's macOS at 16%, and Google's ChromeOS at 2.4% (in the US)

    No offense but mobile computing surpassed traditional computing a long time ago.

    You also failed to mention that the figures you are quoting has recorded windows decline by 17%. Your figures prove that windows usage is in fact contracting and not growing.

    5.5 billion active mobile devices vs 1.4 billion windows devices.


    Ledsteplin said:

    How many of your 100 million got theirs used at a much lower cost?

    Apple ships that many Macs every three years. Relative to a 100 million users, absolutely minuscule.

    If you look at apples latest financials gross margin is around 45% and is on track to surpass 50% by the end of the year. Asp is up to about $900 for iPhones.

    While there is a robust second hand market for Apple devices at a discount it is much smaller than traditional sales channels.
    Reply
  • Wotchered
    It’s not relevant to me ! I am not a basement dweller, my eyes still sort of work. And I still go outside.
    Reply
  • FFR
    I guess these guys and gals didn’t get the memo that the Vision Pro should only be used in a basement
    Reply