Storyblok research: consumers feel app absence could hamper appeal of new Apple Vision Pro offering

Storyblok has released research which reveals that the absence of apps from major streamers could seriously undermine the success of Apple’s imminent Vision Pro launch. 

The company’s survey of 500 consumers who are very familiar with details about Apple Vision Pro show that 81% are concerned that the absence of apps from major streamers could implicate the device’s content experiences. Of these, 53% stated they are very concerned.

This comes as Netflix became the latest major content provider to confirm there will be no app for the Vision Pro. Google has also signalled that it will not be developing a YouTube app for the headset or enabling its iPad apps to run on it, nor will Spotify.

As a result, the reality is that Apple’s’ promise of a transformative content experience may prove underwhelming for the 64% of consumers who say they plan to use Vision Pro for entertainment (movies, TV, music, videos), the highest percentage of any activity.

A further 63% cited gaming, 52% said web browsing and 51% stated social media.

Yet, despite such concerns it appears consumers are willing to give the new device a chance: 61% are more interested in it now than when it was first announced; 56% think they would use it daily; 63% think it’s a better headset than Meta Quest 3, while 23% think Meta’s headset is superior.

Of those who stated they didn’t have plans to purchase a Vision Pro this year, 39% cited a lack of interesting content and apps to use as the main reason. This was only marginally lower than the 47%  who stated that the price point was too expensive. 

Dominik Angerer, CEO and Co-Founder at Storyblok, says: “Without great content, Apple Vision Pro is going to struggle to gain traction beyond the early adopters.”

“The fact that some of the most popular content providers aren’t creating apps for the device is clearly a setback for Apple’s introduction of spatial computing.”

“Our data shows that consumers are interested in Apple Vision Pro and willing to give Apple time to develop the content ecosystem. But if developers and content platforms are slow to jump in, that patience could wear out.”