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It's interesting because of the competitive dynamics. Was Apple going to allow the Kindle app on it's platform when Apple had their own book store? Yes. But you can't buy your books from within the app because Amazon doesn't want to pay Apple's fees.
Netflix, HBO, Hulu, Amazon Prime Video - all have apps that work on the iPhone/iPad with the same restrictions. All but Amazon are also available via Apple Tv. We don't know why. Probably some rule, restriction or cost that the others were willing to pay but Amazon was not.
Now, on my Amazon table - I cannot download a Kobo book reader or any other without finding some way to go around Amazon's competitive protections.
Now Amazon isn't even going to sell the competitive devices on their store. I doubt that's a big deal for Apple, but might be for Chromecast. I highly doubt that such a move will change Apple's rules with respect to Amazon Prime Video. So if Amazon isn't willing to abide by the rules or pay the fee as the others did, this move on Amazon's part won't change things.
I would expect Google to have a different reaction. I would imagine Google is far more in need of Amazon's reach and distribution than Apple is and far more likely to make deals.
Still hoping Amazon Prime video comes as an app on the new Apple Tv. That and a Plex app are the requirements to meet before I spend my money. For now, I just use both my Apple Tv and my Amazon Fire Tv Stick
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