It seems that Apple’s tvOS App Store is the place to be for any company or streaming service that wants to get its content in front of as many individuals as possible. Amazon doesn’t really need any additional assistance in promoting its own Amazon Prime Video service. That was evident when the company took the decision to remove all Apple TV and Chromecast product offerings from its website due to the fact that they didn’t officially support its own Prime Video service. Now, it seems that could be about to change after an Amazon rep confirmed that the company is working on a native Apple TV app for the tvOS App Store.
Amazon made the decision to remove Apple TV and Google Chromecast product listings as they didn’t offer an app for its own streaming service and Amazon thought it could “confuse” its customers. What better way to bypass that confusion than to get your internal development team working on a native tvOS app that would allow immediate access to the streaming service, at least on the new Apple TV front.
The confirmation of the Apple TV app development appears to have come from an email reply to Dan Bostonweeks – a developer who sent feedback to Amazon via the Amazon Instant Video iOS app. The Amazon reply tells us most of what we need to know:
Dan, I have interacted with our technical team and have been informed that they are currently working on developing a new app for the Apple TV. As we have already succeeded in developing an app for iPhone and iPad, we hope to make an app separately for the Apple TV. Hopefully, within a few weeks span, you will be able to the Amazon Instant Video app feature on your Apple TV.
So there we have it, an official confirmation that Amazon is hoping to introduce an official Amazon Instant Video app for the Apple TV within a few weeks. We don’t yet know the full extent of the app’s capabilities, or even whether or not that “within weeks” timespan applies to a closed internal or external beta, or whether it’s a full tvOS App Store launch. Still, it’s pretty exciting news for both consumers and for Apple that yet another huge player in the streaming video market is injecting the time and resources into offering a native experience for a platform that already accounts for approximately 35% of the set-top box market.