Amazon on Thursday announced an update to the Prime Video streaming app on iOS. Now users will be able to share short clips of Amazon Prime Video content on social networks, which isn’t possible on almost any paid streaming service.

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If ever a tvOS app was likely to prove a hit, it was Amazon Prime Video. Apple TV owners have had a very long time to wait for it to arrive on the platform, Apple promised it in more than one event, and when it finally did land, Apple heavily promoted it.

So it would be no great surprise if one claim being made for the app were to prove correct …

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If you search Amazon for streaming media players, you’ll find plenty of them. The one thing you won’t find is the Apple TV, and company CEO Jeff Bezos told the Re/code conference why not. Apple TV doesn’t currently offer access to Amazon’s own Prime Video platform, and Bezos says that isn’t because Apple refuses to include it, but because it wants too much money for doing so.

[W]hen we sell those devices, we want our player — our Prime Video player — to be on the device, and we want it to be on the device with acceptable business terms. You can always get the player on the device. The question is, can you get it on there with acceptable business terms?

While he doesn’t say so outright, the meaning of the vague phrase is pretty clear …

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