Apple Inc. allowed Amazon Prime Video streaming app on Apple TV on December 5. This enabled Amazon Prime users to watch movies and videos on Apple TV directly, instead of mirroring content from any Apple device through AirPlay.
The beginning of service fulfilled the promise made by Apple CEO Tim Cook during a conference in June this year.
Streaming devices allow users to stream videos from platform such as Netflix, YouTube, Hulu, and Amazon Prime on its TV. Most of the tech companies that manufacture these devices provide their own streaming services, which had intensified the competition.
Amazon has its own streaming device Fire TV, which competes against its expensive counterpart Apple TV.
Amazon stopped selling Apple TV and Google Chromecast on its website after a year of launching Fire TV. But the rivalry between Apple and Amazon came to an end after Apple TV was allowed on Amazon’s website.
Amazon Prime Video app was made available on Apple’s streaming player a day after Google’s announcement of pulling out YouTube from Fire TV and Amazon Echo Show. Google outlined the reason for removal as Amazon’s unwillingness to sell the former’s products on its portal.
The rivalry among leading brands has been helping other players to strive in the market. Roku, a steaming player manufactured by Roku Inc., has gained popularity in the U.S. Being cheaper than Fire TV and Apple TV, it is the best-selling streaming device in the U.S., according to eMarketer.
Nevertheless, the inclusion of Amazon Prime Video app in Apple TV will help strengthen ties between the two tech giants.