Netflix getting user interface with AI, has no plans to bring back App Store subscriptions...
A series of updates heading to Netflix's iPhone and smart TV apps aims to simplify searching and content discovery, but the company also says it isn't yet planning to take advantage of App Store changes to add subscription links.
Netflix's updates include presenting more information about shows, and quicker navigation -- image credit: Netflix
Developers such as Spotify have immediately taken advantage of Apple being forced to allow them to promote alternative payment options, Netflix chiefs say they are not rushing to follow suit.
We're monitoring that situation very closely, and we don't have anything more to share at this time," chief product officer Eunice Kim told reporters at The Verge. "But we'll just continue to abide by the App Store policies until we hear more about how to best implement any changes going forward."
Separately, Kim also spoke at a Netflix presentation about changes to its apps, specifically regarding search. Some changes concern how Netflix presents information about its shows, but there is also going to be an increased use of AI in its recommendations.
Specifically, Netflix is going to track what trailers you watch, and anything you search for. It'll then surface shows that it believes suit your tastes, your interests, and even just what your mood is right now.
AI will also be used to power a revamped search feature. It will be possible to ask for funny shows, or funny and scary, and even gradations such as scary-but-not-too-scary.
For the iPhone, Netflix plans to introduce a vertical feed showing clips from shows. Users can then tap to watch immediately, to add the show to their list, or share it.
Some of the announced updates are said to shortly be released in beta for the iPhone, but according to Netflix will also be rolling out "in the coming weeks and months" for iOS and smart TVs.
Netflix's redesign for iPhone adds AI-powered searching, and a new vertical feed of recommendations -- image credit: Netflix
It's significant that Netflix is planning to continue to abide with App Store rules rather than offer direct links to ways to purchase. That's because specifically in order to avoid paying Apple a fee, Netflix removed the ability to subscribe to it through the App Store.
The company removed that option in 2018 for new subscribers to join. For years, it allowed existing users to continue paying via the App Store, but in 2024 it forced them to change too.
It would seem likely, then, that Netflix will emulate Spotify and others at some point, unless Apple wins its appeal against the ruling requiring this option.
Separately, Netflix continues to remain solely a standalone app on Apple TV 4K, instead of its programs also being in the Apple TV app. While it appeared to begin the process of joining the TV app in February 2025, Netflix has since denied any plans to do so.
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