Apple TV and Amazon Prime video app may soon live in harmony; Tim Cook and Jeff Bezos put customer at the front

Latest reports suggest that Amazon Prime video app may come to Apple TV very soon. It looks like Tim Cook and Jeff Bezos have finally buried the hatchet, and Apple and Amazon have reached a truce.

Currently, there is no easy way to watch Amazon Prime content on Apple TV. Users have to use AirPlay with another Apple device to do so. The absence of the app from the Apple device is surely a casualty of both the companies’ desire to be the best go-to video streaming service. Reports now claim that this lock could be released soon, as both the companies have put customers at the forefront and not their personal differences. The companies have reportedly gotten into an agreement.

Amazon Prime video app could be on Apple TV as soon as the third quarter of this year. This is great news for Amazon Prime subscribers who also own Apple TVs. Once the gap is bridged, they won’t have to rely on streaming video over an AirPlay connection. Even though the number of Amazon Prime subscribers who own Apple TVs are very less, it still is a big step forward. According to Recode, it is not known whether this truce means Apple and Amazon have also settled other disputes.

It is also unclear what led the two to go for a settlement, though industry experts believe Bezos and Cook may have met in person to talk business. The deal is happening at a time when Amazon’s video business is becoming really important to Prime. The truce would also mean that the Apple TV will show up on Amazon’s online store. Currently, it does not do so, as Amazon doesn’t want to push such a prime competitor to its Amazon Fire product range. The truce is mutually beneficial.

The pact will allow Amazon to take advantage of Apple’s pretty impressive and large Apple TV devotees, as they will now be able to sign up to Amazon’s video platform. Moreover, the ability to slot Amazon Video along with other supported video apps will result in more Apple TV sales. However, in case the Amazon app does come to Apple TV, it would be a reminder of a couple of shortcomings, such as Apple TV’s “inability to support either the 4K resolution or high dynamic range streams Amazon has been offering for well over a year now,” writes Forbes.

On the other hand, there are rumours that the Cupertino tech giant may unveil a brand new 4K HDR-capable Apple TV in June at the WWDC. Stay tuned on IBT AU for more updates on the pact between Apple TV and Amazon Prime video app.