Netflix Unleashes AI-Powered Updates: Enhanced Search and No App Store Subscriptions Yet

Netflix is rolling out a series of updates to its iPhone and smart TV apps aimed at improving search functionality and content discovery. These changes include an enhanced use of AI in recommendations, which will track user behavior such as watched trailers and search history to better tailor suggestions based on mood and interests. The update for the iPhone app introduces a vertical feed showcasing clips from shows, allowing users to watch immediately, add to their list, or share content. Additionally, Netflix is revamping its search feature to support more nuanced queries, such as asking for 'funny but not too scary' shows.

Despite recent changes in App Store policies that allow developers to promote alternative payment options, Netflix has no immediate plans to reintroduce subscription links within the app. According to Eunice Kim, Netflix's chief product officer, the company is closely monitoring the situation and will continue to comply with App Store policies until more information on implementation is available. This decision follows Netflix's previous removal of in-app subscriptions in 2018 to avoid Apple’s commission fees.

Netflix also continues to maintain its standalone app status on Apple TV 4K, with no plans to integrate its content into the Apple TV app.