Apple is now allowing customers to purchase movies and TV shows through Amazon’s Prime Video app on Apple TV, iPads, and iPhones. While the Cupertino-based company doesn’t usually allow developers to skip Apple’s in-app purchase screen, it seems that Amazon is being exempt from giving the usual 30% cut from the purchases.
You can now rent or purchase movies and TV shows in Amazon’s Prime Video app on devices running iPadOS, iOS, and tvOS. Moreover, the in-app purchases are skirting Apple’s traditional in-app purchase screens through the App Store and the purchase happening through the iCloud account.
Usually, Apple doesn’t make exceptions, which is the reason why the likes of Hulu, Netflix, and Spotify complain about Apple’s draconian laws and walled-garden approach. This could be an exception that Apple and Amazon agreed on as a part of a larger business deal, but we can’t be sure.
When you open the Prime Video on your iPhone or iPad, it now shows a new splash screen that educates a user about the new ability to rent and buy video content inside the app. Whenever a user goes through the purchase option, Amazon charges their credit card, which is already added to a user’s Amazon account. This means that the online shopping giant is not paying the usual 30% cut, which Apple charges from third-party app developers for all in-app purchases.
The app now has a dedicated ‘Purchase’ tab where users can rent or buy movies and TV shows. Earlier, purchasing video content was not possible, and Amazon would redirect users to a web browser where they could make purchases. Some reports claim that Apple’s change of heart could be related to Amazon’s Prime Video Cinema Hub feature that lets users purchase movies that are currently running in theatres.
Other reports state that it could just be a part of Amazon’s deepening relationship with Apple over the past year. First, Amazon started listing Apple devices on its e-commerce platform through the official channel and removed third-party sellers. Later, Apple added Apple Music, Apple Podcasts, and Apple TV+ streaming to Echo and Echo Show devices.