Amazon and Apple may have reached a truce.
The tech giants, who are increasingly competing for customers’ time, eyeballs and money, are close to an agreement to bring an Amazon video app to Apple’s Apple TV set-top box, according to people familiar with the two companies.
This agreement will benefit both companies. Amazon subscribers want to be able to use their Apple TVs to watch videos without using AirPlay and Apple wants to offer a full complement of programming options for its customers.
This is nothing but an Amazon capitulation. Welcome back to common sense and reality Amazon.
Finally!
The iOS Amazon app works fine via AirPlay, and I like its UI, but this will be very nice, as we’ll most likely be able to control playback and search with Siri.
I somehow almost don’t want them to have reached this agreement, even though I rely on each of those companies for entertainment. I guess I’d feel differently if I had an Apple TV box.
I’d like to know the details this “agreement.” My guess? Amazon has decided to “agree” with Apple’s standard platform requirements.
(Perhaps Apple might have made some token concessions).
I recall a recent statistic that buried underneath live TV, Netflix, YouTube and so on, Amazon only has something like 3% video share. Sounds like they need Apple much more than Apple needs Amazon.
I doubt that the new Apple TV is much more than a sliver of the market. I have one, and while I think it is a well-executed product (silly remote aside), it doesn’t offer enough over the competition to be worth the Apple premium. In fact, I often use the Android UI built into my TV instead, which includes Amazon, Netflix, YouTube, Spotify (which the AppleTV doesn’t), etc. The UI isn’t as nice, but so what – it plays the same content. More, actually. And in 4K.
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That all ignores the fact that Apple users are always the most lucrative slice of the market. Among Prime members, Apple TV as well as other Apple devices are undoubtedly overrepresented.
There point also remains that Amazon is always desperate to grow, and as such needs to be on every platform possible. Apple on the other hand is happy to let Apple TV succeed in whatever measure it does, without having to concede to third-party demands.
Amazon gains little to no benefit and probably net loses from abstention on this.
does this mean Amazon is prepared to stop hating its customers now?
It will be nice if they do it, but I doubt it makes a huge difference either way to Amazon. Most customers – including lucrative “Apple customers” (like me) already have multiple ways of watching Amazon Video. Either built-in to the TV, via a game console or inexpensive Roku/Amazon/etc stick, or Airplay from the phone/tablet app. The number of people who will only subscribe to Prime if the video app runs on the new Apple TV is just about zero.
On the flip side, Apple has nowhere near the leverage on the TV that they have on mobile. Its not a good position for them to be in to not have Amazon’s original content and Spotify on their box.
Maybe not. I don’t really care one way or the other. Airplay from the app on my iPad to my AppleTV works just fine (only a glitch now and then — nothing that doesn’t happen with any streaming anyway).
The Amazon app usually includes extra content to view (trivia, information, etc.) as the show plays — something they may be having difficulty implementing as a TV app.
Extras are becoming rare. I’ll miss them when they’re gone.