# Amazon Prime Video and Apple TV+ Alliance: Implications for Subscribers
Later this month, subscribers of Amazon Prime Video will have the chance to add **Apple TV+** as an additional streaming channel for an extra $9.99 monthly fee. This surprising collaboration between two major entities in the streaming realm has ignited interest and speculation regarding its potential influence on the streaming market. The announcement, which caught many off guard, prompts inquiries about the necessity of this partnership and its implications for consumers.
## Key Aspects of the Partnership
Amazon Prime Video currently enables its subscribers to add premium channels like **Max**, **Paramount+**, and **AMC+** to their plans. Now, **Apple TV+** will be part of this selection, granting Prime Video users direct access to Apple’s exclusive content via the Prime Video app. Consequently, series such as **Ted Lasso**, **Slow Horses**, and **The Morning Show** will be available to Prime Video users opting for the Apple TV+ add-on.
Nevertheless, the announcement lacked detailed information. While the additional cost is established at $9.99 per month, specifics like the precise launch date and the subscription process through Prime Video remain ambiguous. It is anticipated that subscribing will be possible directly through the Prime Video app, yet the exact details are still to be confirmed.
## What’s the Rationale?
The reasoning behind this coalition is particularly intriguing. On the surface, it may seem unnecessary for Apple TV+ to be offered as an add-on through Prime Video, especially for users of Apple devices. After all, Apple TV+ is already embedded in every iPhone, iPad, and Mac, thus making it readily accessible for Apple users. So, what’s driving Apple to pursue this partnership?
### 1. **Broadened Audience and Accessibility**
One likely rationale is that Apple aims to enhance its streaming service’s reach. While Apple TV+ has established a reputation for high-caliber content, it still trails competitors such as Netflix and Prime Video regarding subscriber figures. By joining forces with Amazon, Apple can leverage Prime Video’s extensive user base, which reportedly encompasses hundreds of millions of subscribers globally. This partnership enables Apple to connect with potential customers who might not own Apple devices or who wish to streamline their streaming services into a single application.
### 2. **Ease for Non-Apple Users**
For individuals lacking Apple devices, particularly Android users, this partnership could offer a more accessible method to enjoy Apple TV+. While Apple TV+ can be accessed on Android devices via a web browser, the experience doesn’t match the fluidity available to Apple users. By providing Apple TV+ as an add-on through Prime Video, Apple simplifies subscription and viewing for Android users, eliminating the need to navigate a separate application or platform.
### 3. **Pursuit of Scale**
Another contributing factor may be Apple’s aspiration to expand its streaming service. Despite its critical acclaim, Apple TV+ has faced challenges competing with the vast array of content provided by other streaming titans. By capitalizing on Prime Video’s large user base, Apple TV+ could potentially boost its subscriber numbers and enhance its market presence. As Eddy Cue, Apple’s Senior Vice President of Services, indicated in the announcement:
> “We want to make Apple TV+ and its award-winning library of series and films from the world’s greatest storytellers available to as many viewers as possible. We’re thrilled that Prime Video will now offer Apple TV+, giving viewers an incredible breadth of viewing options.”
### 4. **The “Why Not” Aspect**
Finally, this initiative could simply reflect a “why not?” mentality. Prime Video already includes a variety of add-on channels, making it logical for Apple TV+ to join the mix. By doing so, Apple ensures it remains relevant in the growing trend within the streaming sector, where consumers increasingly favor bundling multiple services for convenience.
## What This Means for Consumers
For Prime Video subscribers, this partnership enhances the flexibility of content access. If you prefer centralizing all your streaming services in one app, this addition may be well-received. Rather than juggling various apps and subscriptions, you will have the opportunity to access Apple TV+ content alongside Prime Video’s selections, including hit series like **The Boys**, **The Rings of Power**, and **Reacher**.
However, for Apple device owners, the benefits of this partnership may not be as apparent. If you already have seamless access to Apple TV+ through your iPhone, iPad, or Mac, there might be few reasons to subscribe through Prime Video. The sole potential advantage would be the ease of consolidating your streaming services into a single application, but this may not be a compelling enough reason for everyone.
In contrast, for Android users, this partnership might be more appealing. The opportunity to access Apple TV+ content through the Prime Video app could facilitate
