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".
A rare public spat in the technology industry escalated on Tuesday when Google said it would block its video streaming application YouTube from two Amazon.com Inc devices and criticized the online retailer for not selling Google hardware.
Meanwhile in Apple land, the addition of Prime Video should help bolster the Apple TV's content library until the company's billion dollar push into original programming bears fruit. The Blob, or simply want to waste half your morning on cat videos. Google also immediately began blocking YouTube from Amazon's Echo Show smart screen device, marking the second time it has done so.
All of which means that Amazon and Google can safely invest in the Apple ecosystem, without fear that they're creating an existential threat. 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.
The app does not have any Apple-specific features, but it does leverage the device's Siri search. But it's certainly not helping Amazon or its consumers for the company to limit its selection - particularly cutting out such popular competing products as Apple TV - without real justification. It also can be watched on a Amazon Fire TV, Fire TV Stick, and Fire tablets.
The following morning, Amazon made good on its plans to launch a Prime Video app on Apple TV. 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 U.S. site (but it has since been removed). Though those Google app store "business terms" may also be a contributing factor in the aforementioned Amazon/Google spat.
The stakes are high: many in the technology industry expect that interacting with computers by voice will become widespread, and it is unclear if Amazon, Google or another company will dominate the space.