Apple and Amazon have settled (at least some of) their
differences. Amazon Prime Video is officially making its way to
the Apple TV.
Apple will announce the all-new Amazon Prime Video app for
Apple TV at this year’s WWDC keynote on June 5, according to
BuzzFeed. Then the app will reportedly hit the tvOS App
Store this summer. In addition, Amazon.com will be start
selling the Apple TV set-top box again after being banned two
corroborates an earlier report that Apple and Amazon had
reached an agreement to the benefit of both their streaming
media strategies. Amazon Prime members who own an Apple TV have
another reason to renew their membership, and the Apple gets to
put the Apple TV back on Amazon’s massive retail platform.
This is a big win for Apple. In 2015, Amazon banned the Apple
TV from its store because it did not have a Prime Video app. At
the time, Amazon CEO Jeff Bezos said Apple did not offer
“acceptable business terms” for them to develop a tvOS app.
It’s likely that Bezos and company found it unacceptable that
Apple should take a 30 percent cut from all Prime memberships
via the App Store.
Prime members with an Apple TV have had to use a workaround
Amazon Prime Video iOS app and AirPlay in order to watch
Amazon originals like Transparent and Mozart
in the Jungle. This works fine, but when Netflix, HBO, and
Hulu all have companion apps that reside right on the Apple
TV’s home screen, it’s easy to forget about Prime Video.
Why this matters: Amazon has done a great job
developing original programming. (Maybe Tim Cook is a little
bit jealous he doesn’t get shout-outs during the Emmys and the
Golden Globes.) Amazon’s award-winning originals makes it
frustrating for Apple TV viewers that can’t access them as
easily as what’s on HBO and Netflix. It’s great to see that
Bezos and Cook have stopped being so petty for the sake of