Amazon Prime Video Lands On Apple TV

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The restriction means that Amazon's Echo Show and its Fire TV can only access YouTube through its existing website, not through the app.

The Amazon Prime Video app is available on the 3rd generation Apple TV upwards, the app is available as a free download from the iTunes store, although you will need to have a subscription to Amazon Prime to use the app.

Whether this dispute between Google and Amazon will be resolved before the January cut-off remains to be seen, but if it isn't it's consumers who will losing out as the companies flex their muscles.

"There is nothing that excites us more than delighting our customers, and we are thrilled for them to stream Prime Video on Apple TV", says Mark Eamer, vice president of Prime Video.

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Aside from that, the Apple TV app also now supports live sports coverage from ESPN and National Basketball Association with partnership from the National Basketball Association and Turner Sports. The beef between these two companies now runs much deeper than streaming video, which makes swift resolution hard to envision. Amazon even released an app for the third-generation Apple TV, which was discontinued a year ago.

Amazon will not retail Google's Chromecast, nor its Google Home range of goods, as you may have discovered, and the reason for this is that they compete directly with Amazon's own products. Apple Inc., meantime, said Amazon Prime Video would become available as an app for Apple TV by the end of the year, but it hasn't yet been released. Amazon later reintroduced YouTube to the device, but the voice commands it added violated the use terms and on Tuesday Google again removed the service. Amazon's high-end Echo Show has a screen that can display video. Whereas Amazon and Google sell cheap hardware monetized by services, Apple's core business involves selling superior hardware at a premium price.

On the search front, any web searches that go through Siri get handled by Google, which also serves as the default search engine on iPhones and iPads. Roku's players feature channels for watching both Prime video and YouTube.

The result is a paradox: Although it's sometimes assumed that Amazon and Google want to spread their services far and wide across platforms, in this case they're locking each other out.

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