Amazon Prime Video app for Apple TV beta testing by employees underway, release date still unknown

New reports are circulating that the long-awaited Amazon Prime Video app for the Apple TV is being evaluated by Amazon employees — but several rumored release dates have come and gone, and neither Apple nor Amazon are saying anything about it.

Two Reddit users declared on Wednesday that as Amazon employees, they had access to the beta of Amazon Prime Video for the Apple TV. One user provided what is purported to be a screen shot of the app on the home screen.

AppleInsider has confirmed independently that the beta program is ongoing, and has been so since July in one form or another. However, as of late, there have been few substantive changes to the app.

Previous Reddit posts claimed that Amazon was planning on a September or October release date. However, both previous reports claimed that corporate politics were likely the reason for the release hold-up.

Amazon withdrew the Apple TV and Chromecast on Oct. 29, 2015, after it claimed that Amazon Prime Video compatibility was necessary for the company to sell set-top boxes to avoid "customer confusion." Amazon could have made that happen with a channel in the third-generation device, or an app for the fourth-generation, but at the time it chose to not do so.

In 2016, Amazon CEO Jeff Bezos suggested Prime Video would remain off devices made by Apple or any other company marketing comparable set-top streaming products until amicable reimbursement models are agreed upon. Presumably, Bezos didn't want to shell out 30 percent to Apple for content it delivers and sometimes generates itself.

Apple CEO Tim Cook announced at the WWDC that Amazon's video streaming service would be available on the Apple TV in 2017. The app has not as of yet materialized, but an unconfirmed rumor suggested that it could have happened on Sept. 28 in conjunction with a Football game between the Chicago Bears and the Green Bay Packers that Amazon streamed.

There are no details of any business arrangement between Amazon and Apple for Amazon Prime Video to migrate to tvOS.

46 Comments

mac_128 3452 comments · 12 Years

About 6 years ago

Sept. 28?

im betting the app is dependant on the 11.2 update, which would explain why it's surfaced for beta testing only now.

Amazon has said they intend to offer the app on ATV 2 and 3, as well as the 4, so wing they likely could have already done, but as Apple would have to push those updates to the older boxes, I'm betting Apple doesn't want to do that without also offering the app on the ATV 4K.

zroger73 787 comments · 13 Years

I waited long enough for the Amazon Prime Video app to become available on my three Apple TV devices.

Last week, I sinned against Apple and bought a couple of Amazon Fire TV sticks for $25 each. I was so impressed that I've started listening to my music and watching Netflix, Hulu, and Amazon on the Fire TV sticks instead of the Apple TV.

eightzero 3145 comments · 14 Years

zroger73 said:

I waited long enough for the Amazon Prime Video app to become available on my three Apple TV devices.

Last week, I sinned against Apple and bought a couple of Amazon Fire TV sticks for $25 each. I was so impressed that I've started listening to my music and watching Netflix, Hulu, and Amazon on the Fire TV sticks instead of the Apple TV.

There may be a no better example of the principle that tech choices are very personal choices based on an individual's needs then these a/v devices.Many factors are at work here: price of the device, price of the media, the remote's features and function, number of users, type of room(s) and more. All involve a balance of value to the consumer, and thus YMMV.

I bought an ATV4 when they launched. I like it. But my TV and audio needs are simple. I am lucky in that I have access to all i need or want is generally available OTA or via inexpensive streaming services. I dislike the Siri remote, but it worked, so I'm OK with it.

Then an odd thing happened: I needed to replace a failing HTDV, and I got a great deal on a 4k TCL "smart" unit with HDR. It came with a Roku system and remote built in. I discovered I like the UI and remote, and switching over to the ATV4 wasn't needed...for my needs. I haven't turned my ATV4 on in months. There's nothing wrong with it - it is just that I don't need it anymore.

I have a Roku stick that was a freebie promo. I had it on the old TV, but I don't need it on the new one. I didn't use it on the old one because it required switching around, another remote etc. Roku's system has an Amazon app that work pretty well. Oddly, I felt the stick crashed much more. The TCL unit has never done so. So far. And its remote feels much nicer in my hand.

I do understand the security in the Roku devices is not perfect. Maybe it will get bricked. I'll deal with that if when it happens. The prior HDTV lasted about 3 years. I think that's not great, but not completely outrageous. Again, all about personal value. Simple and inexpensive are at the top of my list.

mike1 3432 comments · 10 Years

When I picked up my Sony Smart TV, I too wound up using my ATV3 much less frequently. Not the best UI in the world, bit it is easier and it has Prime built-in. No looking for another remote or worrying about which device needs to be used to watch which service..

PetrolDave 59 comments · 7 Years

zroger73 said:

Last week, I sinned against Apple and bought a couple of Amazon Fire TV sticks for $25 each.

I also sinned and bought an Amazon Fire TV stick - on a Black Friday deal it was down from £39.99 to £24.99