- Universal Search now supported - search for Prime videos using iOS search (US, CA, AU, NO, & SE only). Amazon actually went a step further and opted into Apple's TV app, which integrates the service's programming into a more seamless viewing experience on iPhone, iPad, Apple TV and Apple TV 4K.
Why such good news for Apple TV owners, and such bad news for Fire TV and Chromecast owners?
The logo of Amazon is seen at the company logistics center in Lauwin-Planque, northern France, February 20, 2017. You can always get the player on the device. 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.
That latter stipulation has been frequently criticised by streaming services, including music platforms like Spotify, because Apple's cut from the subscription would take away those companies' entire (best case scenario) profit margin. There's money to be made from selling the hardware, with the least expensive 4K Apple TV going for $179.More news: Kirstjen Nielsen sworn in as DHS secretary
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Meanwhile, Amazon had never even released a Prime Video app for Apple TV devices, seemingly due to the same dispute over what cut of payments Apple demands.
How many subscriptions do you have to watch content on your television?
When Amazon stopped selling Apple TV and Chromecast on its site two years ago, the company gave the thin excuse that it was "important that the streaming media players we sell interact well with Prime Video in order to avoid customer confusion". While Google's stock price has grown 198% since December 2012, Amazon's has soared 352.6% in the same period. You can then use Siri voice search to search for a film or TV show and the box will show a selection - you don't have to specify you want to watch it from Prime Video because Siri will search all app catalogues for your desired show.
Two tech giants are in a messy streaming video fight right now, leaving consumers squeezed in the middle. They want the content all in one place. 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 USA site (but it has since been removed).
"Echo Show and Fire TV now display a standard web view of YouTube.com and point customers directly to YouTube's existing website".