Amazon takes Prime to Apple as Google pulls YouTube from Fire

Despite its public spat with Google, Amazon has announced that the Prime Video app is now officially available on the Apple TV in over 100 countries. "Especially when the Apple TV 4K is capable of delivering 4K, HDR, Dolby Vision and 5.1 sound from so many other applications - including iTunes and Netflix".

If you have an Apple TV or similar device, you can use the iOS app to stream content directly to your TV, whilst we wait for the native Apple TV Prime Video app. It wasn't until relatively recently at WWDC 2017 when Apple and Amazon belatedly said they had reached an agreement to develop a dedicated tvOS app for the Apple TV. They said that Google has been in talks with Amazon to ensure that both of its customers get access to each of their services irrespective of their platform. According to the company, Amazon's implementation of YouTube blocked what Google considered "critical features". Apple isn't trying to be a retail giant either, so you could imagine Siri one day allowing you to shop on Amazon or Google Express. That's half of all households who would be giving up a free streaming video service by buying an Apple TV.

That was a big deal and something that was expected to goose Apple TV sales, maybe even help to move the AAPL stock needle.

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The quarrel between the two tech juggernauts began when Google pulled YouTube access from the new Echo Show for "violating terms of service". First of all, although we are not investment analysts by any means, it makes for interesting viewing to look at the comparative five-year market summaries for Amazon vs. Google. You'll get a more cinematic experience when watching your favourite shows with a crisper, brighter image. Where movies are not available for streaming via a Prime subscription, the app often says that the content can instead be purchased or rented. "Google is setting a disappointing precedent by selectively blocking customer access to an open website". That's it. There's no optical audio output or any other socket, which is a shame because there's certainly room for an HDMI passthrough, which would come in useful for cramming multiple 4K devices into a potentially limited number on the back of your TV.

This news will likely end a long-standing feud between Apple and Amazon, two companies that have more money than you will ever see in your life, so you probably shouldn't worry too much about their feuds.


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