Netflix Co-CEO Greg Peters Doubts Apple Vision Pro's Appeal

Following the unveiling of the Apple Vision Pro, developer enthusiasm for Apple's inaugural foray into spatial computing appears to be somewhat subdued. Prominent applications such as Netflix, Spotify, and YouTube have so far refrained from creating native apps for the VR/AR headset, and their existing iPad applications are incompatible with it. This means at at least at launch time, these services can only be used through the device's Web browser.

Greg Peters, co-CEO of Netflix, has articulated his scepticism regarding the utility and appeal of the Apple Vision Pro. Priced at $3,500, he characterised the headset as a specialised product, questioning its relevance to the general public. In a discussion with Ben Thompson of Stratechery, Peters did not entirely preclude the prospect of Netflix eventually developing an app for the platform.

Highlighting the importance of judicious investments, Peters remarked, "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."

Nevertheless, Netflix remains accessible on the Vision Pro via Apple's Safari browser, which offers a desktop-equivalent experience akin to that on tablets and computers. Notably, Netflix lacks a bespoke application for Macs, with users needing to access the service through their Web browser. That said, Mac users can run the iPad app, though this is not yet possible on the Vision Pro.

Apple analyst Ming Chi Kuo has observed that pre-orders for the Vision Pro are nearly exhausted, with sales estimated to be between 160,000 and 180,000 units. The first batch is expected to be delivered to buyers on February 2. Kuo predicts that Apple will manage to sell around half a million units over the course of this year. While these numbers are impressive for a premium product sold exclusively in the US, they are still a far cry from Apple's broader objectives for the product.

Considering a user base of around 500,000, larger platforms like Spotify and YouTube, which serve vast audiences, might find limited motivation to develop dedicated services for the Apple Vision Pro.

Many believe this lack of developer support stems from Apple's deteriorating relations with developers such as Netflix, Spotify, and Epic Games over App Store rules. Already, in the EU, Apple is being forced to change its rules thanks to the new Digital Markets Act.