The imminent launch of Apple Inc.’s AAPL Vision Pro will be without a Netflix Inc. NFLX app. This could be seen as a substantial setback for the iPhone maker, given its emphasis on entertainment content for the new device.
What Happened: Netflix has decided against developing an app for the Vision Pro, according to a Bloomberg report on Wednesday. Rather than crafting an app for the headset, Netflix has suggested users watch its programming via the web.
“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,” stated Netflix.
The absence of a Netflix app on the Vision Pro, set to debut on Feb. 2 and cost $3,499, could have a significant impact on Apple. The company has been leveraging entertainment content to market the Vision Pro, and a Netflix streaming service is a must-have for many consumers.
Apple had designed the Vision Pro to run two kinds of apps: new software developed for the device’s interface and current iPad applications. Netflix’s decision not to support even the iPad approach underlines the streaming giant’s cautious approach to the new technology.
The lack of a Netflix app complicates accessing its content on Vision Pro, making offline content download and custom environments for streaming impossible.
Surprisingly, Netflix did create an app for Meta Platforms Inc.’s META Quest headsets. This app, however, has not been updated in years.
Why It Matters: Apple’s Vision Pro, the iPhone maker’s first-generation mixed-reality headset, has been a hot topic of anticipation among investors and tech enthusiasts alike.
Apple’s focus on entertainment content was emphasized through its announcement of exclusive, immersive originals from renowned creators like Jon Favreau and Alicia Keys, earlier this week. The originals are to be featured on the Apple TV app integrated into Vision Pro at no additional cost from the release date.
The company, headquartered in Cupertino, California, previously announced that the headset will offer a variety of entertainment options beyond its Apple TV+ service. This encompasses content from Disney+, Max, Peacock, ESPN, and Amazon Prime Video, among other platforms.
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Disclaimer: This content was partially produced with the help of Benzinga Neuro and was reviewed and published by Benzinga editors.