Starting in late October 2024, Amazon Prime Video subscribers in the US will have the option to add Apple TV+ to their streaming lineup, further extending Apple’s streaming service to a broader audience. This move comes as Apple aims to increase the visibility of its content, a year after raising its subscription price from $6.99 to $9.99 per month.

Why This Partnership Matters

Apple’s decision to make Apple TV+ available through Amazon Prime Video is a strategic effort to tap into Amazon’s massive user base, which is estimated at around 115 million viewers in the US. For Amazon Prime subscribers, this new integration means one less app to download or manage. Instead of juggling multiple platforms, users can now conveniently access Apple TV+ through the same interface they already use for Amazon Prime Video.

While this doesn’t offer any direct cost savings for users—Apple TV+ remains $9.99 per month—the convenience factor is the key selling point. With this partnership, Apple TV+ joins over 100 other streaming options already available as add-ons for Prime Video subscribers.

A Broader Strategy at Play

Apple’s aim is clear: to get its award-winning series and films in front of as many eyes as possible. Eddy Cue, Apple’s Senior Vice President of Services, reinforced this in a statement, expressing excitement about the collaboration and its potential to broaden the reach of Apple TV+ content. According to Cue, making Apple TV+ accessible through Amazon Prime Video adds value by increasing viewing options without complicating the experience for users.

This partnership, however, doesn’t come without challenges. While Apple TV+ now has access to Amazon’s extensive viewer base, it’s still one of many streaming options in a highly competitive landscape. With more than 100 add-on subscriptions already available on Prime Video, Apple TV+ may still struggle to stand out, despite its high-quality content.

Does This Move Signal a Shift in Apple’s Vision?

Historically, Apple has been positioning the Apple TV app as a unified hub for streaming services, encouraging users to view everything from a single interface. Yet, this collaboration with Amazon Prime Video seems to deviate from that strategy, especially since competitors like Netflix have resisted Apple’s push toward a central hub. By offering Apple TV+ on Amazon’s platform, Apple may be pivoting from its previous ambitions or simply adapting to a changing streaming landscape.

Subscription and Pricing Breakdown

For those curious about the cost, Amazon Prime Video starts at $8.99 per month. Adding Apple TV+ brings the total monthly subscription cost to $18.98. While this combination might be enticing for some, Apple One subscribers—who already have Apple TV+ bundled in—won’t see much change. The service remains a fixed part of the Apple One bundle, with no option for removal.