Amazon-Apple TV deal shows tough road to cooperation for tech rivals

A deal bringing Amazon Prime Video to Apple TV, announced on Monday at Apple Inc’s developer conference after years of talk, shows how competitive tensions among Silicon Valley titans can stand in the way of serving customers.

The logic of linking Apple TV, a device for watching television over the internet, with Amazon.com Inc’s booming video-streaming service looks obvious.

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Apple needs great video to sell its TV player. Amazon needs places to stream its TV shows so that people sign up for its Prime club to watch them – and buy more toilet paper, too. Viewers want to watch their favorite programs on whatever device they choose.

Yet Monday’s announcement, rather than being routine, was the result of a negotiation stretching back at least to 2015 when Amazon stopped selling Apple TVs on its retail site.

Amazon had explained that move by saying it wanted to avoid confusing customers who would expect Prime Video to be on devices sold by Amazon. Critics instead saw a negotiating tactic to get Prime Video onto the Apple device, and a prod for people to buy Amazon’s competing Fire TV players.

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