Amazon is playing a very strange game by stopping the sale of the Apple TV and also Google Chromecast from the end of this month. They say they have done so because these devices do not have their own dedicated Prime Video apps, and so feel the lack of this support is not for them.
This decision could not have been made lightly, and so has surely been done into forcing a release of a dedicated Prime Video app for Apple TV. Amazon believes that it is important to them that the streaming media players they sell on their store interact well with Prime Video, as if they do not, this just adds unnecessary confusion.
The good news is the likes of PlayStation, Roku and Xbox can still be sold because they fully support Prime Video. What we don’t really understand is that people with an Apple TV can still watch Prime Video Content because you can use AirPlay from your iOS device.
Amazon hasn’t gone into too much detail, but then again we cannot understand why there is no dedicated app on the App Store. It’s not like Prime Video is in competition with Apple, as they do not have their own content — unless they have plans to in the future?
Having said that, it is silly for Apple not to offer such support, as it is better for the user, and also with not being sold on the Amazon Store, surely sales of the Apple TV will start to suffer — something they do not want to hear as we approach the Holiday Season?