Apple TV Finally Gets Amazon Prime Video

It's a move borne of a protracted turf war between the two titans; one that also will continue to have ripple effects on third-party alliances (like Amazon's deal with Apple TV) until there's some kind of resolution.

We've known Amazon Prime Video was coming for Apple TV since WWDC early this year, but both Amazon and Apple have been pretty tight-lipped on when exactly that was going to happen. "The app arrives just in time for the highly anticipated new season of The Grand Tour. and Prime Video members streaming on the Apple TV 4K will have the exceptional viewing experience of 4K HDR". Amazon kicked the Chromecast, Google's television player, off its retail website in 2015, along with Apple Inc's TV player. This is accessed via the Movies, TV and Music apps on the Apple TV 4K's homepage.

A source that has personal knowledge of the matter revealed basically what pushed Google to pull YouTube from Amazon devices is the fact that Amazon opted to promote a technically hacked version of the site instead of reaching out to them in an effort to ultimately sort this out.

Technically, there are workarounds such as streaming the video on an iPad or iPhone, then streaming that to the Apple TV using AirPlay - but most consumers don't want to be bothered with workarounds. You can get YouTube, Google Play and Amazon video, but not iTunes. As you might know Nest is now a Google subsidiary.

There is no obligation for Amazon to carry products of any kind, and the company has exercised its editorial decision over its selection and products before. Whereas Amazon and Google sell cheap hardware monetized by services, Apple's core business involves selling superior hardware at a premium price. The app should appear in normal search on Apple TV app store as the rollout becomes widespread. Now they are not available direct from Amazon, although earlier this year the company did briefly list the latest version of the device for sale on its USA site (but it has since been removed).

In a statement to Variety, an Amazon rep said: "Google is setting a disappointing precedent by selectively blocking customer access to an open website". They want the content all in one place. Most of the companies making these devices also have their own streaming services.

  • Joe Gonzales