During the Keynote At the 2017 Apple Worldwide Developers Conference in San Jose, Apple CEO Tim Cook announced that Amazon’s Prime Video service would be available on all current Apple TV devices this year. What took it so long?

An article from Reuters explains the over two-year gap between Amazon’s pulling sales of Apple TV on its retail site and Monday’s announcement at WWDC.

Apple CEO Tim Cook Announces the Addition of Amazon Prime Video to Apple TV At the 2017 WWDC. Source: Apple

“Amazon had explained that move by saying it wanted to avoid confusing customers who would expect Prime Video to be on devices sold by Amazon. Critics instead saw a negotiating tactic to get Prime Video onto the Apple device, and a prod for people to buy Amazon’s competing Fire TV players.”

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Currently, in order to view a program from Amazon Prime Video on Apple TV, the viewer must first run the Amazon Prime Video app on their iOS device, and then use Apple’s “Airplay” technlogy to stream the video to the Apple TV for viewing.

“Analysts estimate that the ascendance of Prime Video gave Amazon a better starting point for negotiations. Its shows and films have started winning awards, including three Oscars in 2017. The internet video player with most market share, Roku, not only offers Prime Video but has a smaller price tag than Apple TV.”

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