Ama­zon Prime Video

Tim Cook con­firmed that Ap­ple TV view­ers will be able to binge on shows such as Trans­par­ent. Jared New­man re­ports

Macworld - - Contents -

Ap­ple and Ama­zon have set­tled (at least some of) their dif­fer­ences. Ama­zon Prime Video is of­fi­cially mak­ing its way to the Ap­ple TV. Ap­ple CEO Tim Cook an­nounced the all-new Ama­zon Prime Video app for Ap­ple TV at this year’s WWDC key­note. He did not men­tion when the app will be avail­able, but it’s though it would hit the tvOS App Store this sum­mer. In ad­di­tion, ac­cord­ing to Buz­zFeed,

Ama­zon will start sell­ing the Ap­ple TV set-top box again af­ter be­ing banned two years ago.

The an­nounce­ment of the Ama­zon Video app for Ap­ple TV 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 in­volv­ing the Ama­zon Prime Video iOS app and AirPlay in order to watch Ama­zon orig­i­nals such as Trans­par­ent and MozartintheJun­gle. This works fine, but when Net­flix, BBC iPlayer and Now TV all have com­pan­ion apps that re­side right on the Ap­ple TV’s home screen, it’s easy to for­get about Prime Video.

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 Net­flix. It’s great to see that Be­zos and Cook have stopped be­ing so petty for the sake of their au­di­ences.

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