Amazon has launched the Amazon Prime Video app on Apple TV in over countries worldwide, just as Google pulls YouTube from Amazon Fire TV and Echo Show. Google blamed a "lack of reciprocity" on Amazon's part for the decision. Or, rather, what it doesn't stock.
Support for the Apple TV Amazon Prime Video app came one day after Google announced it was removing YouTube support from both Fire TV and Echo Show, Amazon's smart speaker that features a touchscreen. Google outlined the reason for removal as Amazon's unwillingness to sell the former's products on its portal. Nest being a sister company to Google that makes various net-connected gizmos. In its own statement, Seattle-based Amazon said its gadgets now send users to the YouTube website, and the company hopes to resolve the dispute as soon as possible. Amazon's suite of voice-controlled devices has outsold Google's so far, according to a study by research firm eMarketer from earlier this year.
At the time, both sides were coy about what had happened.
Apple Chief Executive Tim Cook had said in June that Amazon's streaming service would be available for Apple devices later this year. The more Apple TVs the company gets into living rooms, the more people are likely to rent or buy movies and TV shows, or buy an app to play on their TV. There's money to be made from selling the hardware, with the least expensive 4K Apple TV going for $179.
That rule also results in a slightly confusing experience on Amazon's iOS video app.
As streaming becomes more and more prevalent, more and more options to stream content become available. But it's certainly not helping Amazon or its consumers for the company to limit its selection - particularly cutting out such popular competing products as Apple TV - without real justification. Amazon had explained the move by saying it wanted to avoid confusing customers who might expect its Prime Video service to be available on devices sold by Amazon.
"There is nothing that excites us more than delighting our customers, and we are thrilled for them to stream Prime Video on Apple TV", said Mark Eamer, Vthe VP of Prime Video. And although Apple's services business is growing, it doesn't have much overlap with the core offerings of Google and Amazon.
Amazon Prime Video finally arrives on Apple TV, but don't hold your breath for Chromecast support. 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 U.S. site (but it has since been removed). They want the content all in one place.
The Fire TV loses access to its YouTube app on January 1, Google said.
Amazon Fire TV is based on the open-source version of the Android platform and does not provide access to the Google store.