Apple TV 4K sales resume at Amazon after two-year block

After a more than two year sales block on Apple's set-top media streamers because of "customer confusion," Amazon now has two "Sold by Amazon" listings for the Apple TV 4K.

The listings popped up overnight, and are not third-party sales. Both of the entries are for full retail price — and are currently listed as temporarily out of stock, and no estimated delivery window.

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 not to 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.

Apple CEO Tim Cook announced at the WWDC that Amazon's video streaming service would be available on the Apple TV in 2017. After several false starts, the app hit the Apple TV third and fourth generation, plus the Apple TV 4K on Dec. 6.

15 Comments

sergioz 338 comments · 12 Years

About 6 years ago

It makes sense, now that Prime Video is on Apple TV :D

lkrupp 10521 comments · 19 Years

I’d sure like to know the back story on all of this. I wonder if any money changed hands. Some day the story of what really went down between Amazon, Google, and Apple.

[Deleted User] 0 comments · 11 Years

I hadn't heard that argument before now and to be honest, I understand it - I've encountered umpteen elderly and non-techie types that have purchased something "smart" expecting it to work with a certain service that they use. There is a whole demographic of people that don't know of differing services and that some are platform exclusive or agnostic. If Amazon were to sell the Apple TV alongside the Fire TV and Roku's, I can fully understand how 72yr old retired Mary or 58yr old farmer Tom would expect their Amazon Prime Video to be available on all of them, to then be disappointed and get angry at the amazon as the point-of-sale.

I know it was probably Amazon's decision not to have an apple tv app which moot's the whole thing but the argument they put forward is certainly plausible.

adm1 said:

I hadn't heard that argument before now and to be honest, I understand it - I've encountered umpteen elderly and non-techie types that have purchased something "smart" expecting it to work with a certain service that they use. There is a whole demographic of people that don't know of differing services and that some are platform exclusive or agnostic. If Amazon were to sell the Apple TV alongside the Fire TV and Roku's, I can fully understand how 72yr old retired Mary or 58yr old farmer Tom would expect their Amazon Prime Video to be available on all of them, to then be disappointed and get angry at the amazon as the point-of-sale.

I know it was probably Amazon's decision not to have an apple tv app which moot's the whole thing but the argument they put forward is certainly plausible.

No, the argument is not even remotely plausible for the exact reason you pointed out. Amazon were in complete control of the so-called confusion. Amazon were the ones who decided not to develop apps for the Apple TV and the Chromecast. They could have, they should have, but they chose not to for questionable reasons.