It shouldn’t come as any great surprise given that we talked about this last month, but Apple and Amazon have used the former’s annual Worldwide Developers Conference to introduce an official native Amazon Prime Video app for tvOS-powered Apple TV.
Not a lot actually slips through the net these days in terms of new releases, but this one hasn’t been discussed widely prior to this announcement, save for a slight discussion on the negotiations between Apple and Amazon.
The Apple TV and tvOS platform have been growing substantially over the last twelve months, both in terms of how the underlying firmware is progressing as well as the number of high-profile innovative apps which are being submitted by big named developers and smaller independent software houses. However, as good as the collection of apps has been, spanning across multiple different genres and appealing to different user groups, an official Amazon Prime Video app always seemed like the missing part of the puzzle. That missing piece has today been found.
As you might expect, the native tvOS app affords instant access to all of the content on Amazon Video to those who subscribe either monthly or annually to the company’s Prime subscription service.
That immediate access allows those valued subscribers to have all of the functionality that they are used to, such as viewing video content in different categories, getting all associated information on that video, and using the accompanying Siri remote or Apple TV Remote app to interact with and play the content. Prime Video app also integrates with Apple’s TV app on tvOS. All of this is bundled together into a familiar-looking Apple TV interface.
What’s particularly interesting is that this is about more than just allowing Prime subscribers to have access to a native Apple TV app. That’s most definitely of benefit to those users, but the deal struck between the two companies also means that Amazon will start selling Apple’s set-top box again via its website after a two-year layoff. Great news for Apple, great news for consumers, and great news for Amazon.
The Amazon Prime Video app for Apple TV will be available later this year.
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