Apple TV Adds Amazon Prime Video

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At the Recode conference a year ago, Amazon CEO Jeff Bezos said: "When we sell those devices, we want our player - our Prime Video player - to be on the device, and we want it to be on the device with acceptable business terms".

Apple CEO Tim Cook said at the company's developer conference in June that Apple's streaming media player would support Amazon's video app by the end of this year. "The Sports tab in the Apple TV app makes it even easier for fans in the United States to track the teams, games and moments that are important to them".

Obviously you don't have to be too much of a conspiracy theorist to note that these Google and Apple devices compete head on with Amazon's Fire TV devices. Yes, you get Netflix and, yes, at long last there is now support for Amazon Prime Video as well. You can't get access to Sky's 4K sports coverage (although that holds true on any platform save Sky Q), and although there is a Now TV app, this only provides access to Sports via day passes.

There's No Great Reason to Buy an Amazon Fire TV Anymore

Amazon, Apple and Google/YouTube all have hardware and video components, and all want to have the widest possible reach. This isn't the first time the two companies have sparred over services.

It's also worth remembering that it supports playback of both music and video content via AirPlay, so even if the selection of native Apple TV apps doesn't cover your favourite service, you may still be able to stream it to your TV. Yes, that's correct: Amazon Prime Video on Apple TV is finally a reality.

"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, Vice President of Prime Video. While Google's stock price has grown 198% since December 2012, Amazon's has soared 352.6% in the same period. That includes Google's Chromecast, a streaming device that's cheap but slightly tricky to use, since you have to start the video on your iPhone or Android phone and then switch the stream to the TV. They want the content all in one place. Though those Google app store "business terms" may also be a contributing factor in the aforementioned Amazon/Google spat.

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Two tech giants are in a messy streaming video fight right now, leaving consumers squeezed in the middle.

"Echo Show and Fire TV now display a standard web view of YouTube.com and point customers directly to YouTube's existing website".

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