Amazon Prime Video In Action On The Apple TV

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Despite its public spat with Google, Amazon has announced that the Prime Video app is now officially available on the Apple TV in over 100 countries. Google has already made its intentions clear by blocking YouTube access from the Amazon Echo Show which is now being sold in the United States and can be described as an Alexa equipped Echo speaker with a 7inch display.

Using the digital media device you can now stream Amazon Prime Original series and movies and watch them on your TV. Unless a truce is reached, YouTube will stop working on Fire TV on January 1. They also both offer corporate cloud-computing services, a market where Amazon leads by a wide margin.

The bickering between Google and Amazon has been going on several years as they have ratcheted up the competition with each other.

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Besides withholding Chromecast and the Home speaker from its store, Amazon has also rankled Google by declining to sell an internet-connected thermostat made by Nest, which is owned by Google parent Alphabet Inc. "We hope to resolve this with Google as soon as possible". If you own a Fire Stick you know that it runs a modded web interface of Google and when you play videos on it, you seldom get ads. "Google is setting a disappointing precedent by selectively blocking customer access to an open website".

Wednesday's announcement followed a negotiation stretching back at least to 2015 when Amazon stopped selling Apple TVs on its retail site. Amazon's decision of not selling the Google Chromecast and Apple TV (both of which have dedicated YouTube apps) has further strained the relation between Google and Amazon. I don't have any inside knowledge of either dispute, but I do have a theory: Whereas Apple and Amazon only compete in a couple of marginal areas, Amazon and Google increasingly threaten one another's core businesses. Given this lack of reciprocity, we are no longer supporting YouTube on Echo Show and FireTV.

At this point, it's easy to see why Amazon wouldn't want to support Google's products, and vice versa: Each company is using hardware to fortify themselves while attacking their rival's core business.

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