Amazon rumors ratchet up as it reportedly preps Apple TV release

Amazon Prime (NASDAQ: AMZN) subscribers who have an Apple (NASDAQ: AAPL) streaming device may get a nice boost in the coming weeks: The retail giant is reportedly working on an Instant Video app for the Apple TV.

Dan Bostonweeks, an iOS developer, tweeted that after sending feedback to Amazon via its existing iOS app for Instant Video, asking when a similar app would be available for Apple TV's tvOS, he received a positive reply from an Amazon rep.

"Dan, I have interacted with our technical team and have been informed that they are currently working in developing a new app for the Apple TV. Hopefully, within a few weeks span, you will be able to see the Amazon Instant Video app feature on your Apple TV," said the message, as reported by iDigital Times.

Apple TV supports most of the major streaming apps already, such as Netflix (NASDAQ: NFLX), Hulu and HBO Now, but not Amazon's app, despite iOS tablet and smartphone users having an Amazon app available to them already. Many users see it as a significant omission that may affect Apple TV sales, leaving them to wonder if some tension exists between the two companies. Amazon's move to stop selling Apple TV and Google (NASDAQ: GOOG) Chromecast devices in its online store didn't help to quell those rumors.

The report is a lot more solid than another rumor that emerged a few days ago via Bloomberg Business. This one suggests Amazon is working on an option for its Prime subscribers that would allow them to access their other SVOD subscriptions, on-demand and movie services alongside their Prime Instant Video content.

"Prime customers will have the option of adding other online subscriptions to their accounts, including major, well-known movie and TV channels, and Amazon will also sell prepackaged bundles of its own creation," the Bloomberg article said, citing unnamed  people "who asked not to be identified" since the talks are private.

While it's not out of the realm of possibility, partnering Amazon with SVOD competitors in a sort of unified user interface may not make sense for the provider. Competition between it, Hulu and Netflix is heating up: Amazon recently followed Netflix into Japan with a Fire TV device offering, while Hulu continues locking in exclusive content deals and adding subscription tiers, as well as partnering with Showtime, to attract as many new subscribers as possible.

The more likely scenario around this report is that Amazon may be considering adding Ultraviolet support for its users so that they can more easily access the owned or rented movies in their Ultraviolet "lockers." However, similar rumors were dashed a year ago. Neither Amazon nor Apple have partnered with Ultraviolet.

For more:
- see this iDigital Times article
- see this BloombergBusiness article

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