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Yes, this is a change in policy for them. I'd hazard a guess it's because Amazon WANTS it's Prime Video available on the Apple tv and Google Chromecast without agreeing to whatever current restriction is preventing them right now.
After all - Netflix, HBO, Hulu are available on Apple Tv, but not Amazon Prime video. I doubt it's Apple just saying "no". It probably has something to do with terms Apple is demanding that Amazon isn't willing to accede to and the rest are.
I had hoped there would be an Amazon Prime app coming for the new Apple Tv as there already iPhone/iPad Prime video apps. This move on Amazon's part is making me wonder if there is more to it than that. And if it is an Apple term/condition that's keeping Amazon at bay -- I really doubt that refusing to sell Apple Tv's will change Apple's stance
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