- Universal Search now supported - search for Prime videos using iOS search (US, CA, AU, NO, & SE only). Amazon's support for HDR is also ideal for those with an Apple TV 4K, as the set-top box supports Dolby Vision.
- Watch on your Apple TV directly by downloading the separate tvOS app (requires Apple TV 3rd generation or later).
The problem in the past several years is that Apple TV has been more expensive than the competition while being stuck in the 1080p world and lacking access to a key streaming service - Amazon Prime Video.
Now everyone can take a deep breath and relax: Amazon Prime Video is only a button click away on your Apple TV device. You can always get the player on the device. For cheaper models, you can get that through Roku's smartphone app. Without some broad-ranging truce, in which each company agrees to treat each other's services equally and let consumers decide what's best, Amazon and Google would only be undermining themselves.
Apple is a little late to the party when it comes to 4K.
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The slightly iffy bit about the Apple TV is the choice of native apps in the Apple TV App Store, which still isn't all that great.
As streaming becomes more and more prevalent, more and more options to stream content become available.
The Prime Video app for the Apple TV supports numerous Apple TV features, this included Siri and the TV app, this allows you to search for videos on Prime from the main TV interface. While Google's stock price has grown 198% since December 2012, Amazon's has soared 352.6% in the same period. Amazon also doesn't allow its Prime video streaming service on Chromecast, an omission that Google wants to change. As of time of writing, the product was not listed on Amazon.
While Apple, Google and Amazon all bicker with each other about how they deliver and distribute each other's products and services, other streaming platforms are also increasingly tetchy about the way the big three tech/web giants organise their respective platforms so to favour their own music and video services.
Either way, with no headway being made in that domain just yet, Fire TV users who open the YouTube app on their devices are now met with a message informing them that "starting on 1 Jan 2018, YouTube will not be available on this device".