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You Can Now Purchase & Rent In-App with Prime Video on Apple TV & iOS, But Not Using Apple’s TV App on Fire TV

Jason Gurwin

In the latest app update to Amazon Prime Video on iPhone, iPad, and Apple TV, streamers can now purchase and rent movies directly in-app. On the iOS device, there is a new “Store” tab that similar to iTunes, lets you browse and search shows and movies. You still cannot subscribe to Amazon Prime Video Channels directly in-app.

This a major change, as you previously had to purchase the shows and movies on Amazon’s website to access them on iOS and tvOS devices. Apple has said “established program for premium subscription video entertainment providers” which allow them to offer in-app purchase of movies and shows with their own payment methods, according to Bloomberg. It has said that other partners including Altice One and Canal+ are also part of the program.

Historically, Apple requires content purchases to take place using their in-app purchase mechanism which takes a 30% revenue share on all sales.

While this is positive for those on Apple TV, it hasn't changed the way the Apple TV App works on Fire TV, at least not yet.

When you go to purchase a movie or TV show, you are still told that you cannot purchase directly in-app: “In-app purchases aren’t allowed on this device. To watch here, you must have purchased or rented this movie or episode on an Apple device.” Same goes when trying to sign-up for streaming services as part of Apple TV Channels.