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Amazon Video

5 Unanswered Questions About Amazon Video's Arrival on Apple TV

Apple TV
June 16, 2017

On June 5, Apple CEO Tim Cook announced that Amazon Video would finally be coming to Apple TV “later this year.” The actual date when this happens isn’t the only thing we don’t yet know about the Apple TV deal between the two companies. This includes the following unanswered questions.

5 Questions Needing Answers

5 Questions Needing Answers

1. What About Amazon Prime?

Kevin Bacon and Kathryn Hahn, stars of the Amazon Prime series, "I Love Dick"

Kevin Bacon and Kathryn Hahn, stars of the Amazon Prime series, "I Love Dick"

Credit: Amazon Studios

Amazon Prime subscribers have access to a vast library of TV shows and films through Amazon Video. Priced at $99 per year, the membership also gives subscribers free 2-day shipping on most orders, access to the Amazon Prime Music library, and other benefits.

Will Apple allow Amazon to sell Prime memberships within the Apple TV app? Probably not.

There’s probably little chance Amazon will solicit new Prime memberships inside its Apple TV app because they’re no way Amazon will agree to give Apple a cut on the sale. Instead, you’ll need to sign up for a new account through

2. What About Rentals and Purchases?

Apple sells and rents video content through iTunes. Amazon does the same through its Amazon Video app — on all platforms except iOS.

Once upon a time, Apple took 30 percent of everything purchased through the company’s online properties. In recent years, Apple has shown some flexibility, especially for video content providers.

In recent years, Apple has negotiated different in-app purchase rate for video content providers. HBO, Netflix, and Hulu, for example, have all negotiated different rates.

Until the time comes when you can view digital video content across multiple services regardless of where it was purchased, they’ll be a line separating Amazon and Apple. In other words, if you find a better deal on a title through, you’ll need to purchase it there before viewing it on your Amazon Video Apple TV app*.

* just like you do on iPhone and iPad.

3. What About the TV App Integration?

Apple's TV app

Apple's TV app

Apple promises Amazon Video will have a place in the TV app for both Apple TV and iOS. The app, first released in 2016, allows you to enjoy a unifying viewing experience from all the apps you use.

Will Apple show all of Amazon Video’s content through the TV app or just Prime and purchased titles?

4. When Wlll Sell Apple TVs Again? will once again be selling Apple TVs after pulling them in 2015. Whether this coincides with the launch of Amazon Video on Apple TV is unknown.

Our best bet: Cupertino’s next-generation Apple TV is likely to be announced this fall. Watch for it to be on sale at on day one of release.

5. When is the Launch Day?

So when will Amazon Video launch on Apple TV? The actual date will probably happen before July or after Sept. 1, but not anytime in between.

A lot will depend on whether Apple plans on making its arrival a big part of its fall event. Given the liklihood of a new Apple TV set-top box, a September launch wouldn’t be all that surprising.

Will Amazon Video on Apple TV make you more likely to buy Cupertino’s set-top box? Let us know below.

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