Apple is betting big on its Vision Pro virtual reality headset, slapping a staggering $3,500 price tag on the device in hopes that professionals and creatives will flock to its “spatial computer” capabilities. But Netflix, the world’s leading video streaming service, doesn’t seem so convinced.

According to analyst Ben Thompson, Netflix co-CEO Greg Peters bluntly called the Vision Pro “subscale,” questioning whether the niche device would even be “relevant to most of our members.” Peters implied Netflix is hesitant to invest resources into developing a custom Vision Pro app given the unproven market.

It’s a blow to Apple’s VR ambitions from one of the world’s most influential entertainment brands. Netflix helped establish the concept of binge-watching and on-demand video streaming from the comfort of your couch. But curling up with the bulky Vision Pro headset on your face? Netflix apparently doesn’t see broad appeal there…at least not yet.

Other major streaming services seem equally skeptical. YouTube and Spotify plan no custom Vision Pro apps either, leaving Apple headset owners to access their services only via the Safari web browser.

So why the cold response? Peters suggested Netflix must “be careful about making investments that are not really yielding a return.” Creating a fully-optimized VR video app is no small feat, requiring rethinking user interfaces and controls for an immersive 3D environment.

Analyst Ming-Chi Kuo estimates Apple has taken 160,000-180,000 Vision Pro pre-orders so far – solid but not jaw-dropping for such an expensive device. And Apple is anticipating only 500,000 units shipped in the headset’s first year. Tiny market share means little incentive for Netflix to devote resources to custom development.

Still, Apple might have the last laugh. The iPhone was also once a niche product, as were videogame consoles, MP3 players, and tablet computers. Should Apple’s gamble on VR pay off in the long run, Netflix may eventually come around. “Sometimes it takes a little bit longer,” mused Peters diplomatically.

But with few Vision Pro-specific “experiences” announced beyond Apple’s own offerings, it’s unclear whether $3,500 is compelling to creatives without major services like Netflix on board. For now, it seems Apple’s next big thing just isn’t big enough for Netflix.