In a significant shift, the Amazon Prime Video app on iOS and Apple TV now features a built-in storefront. This means users can now buy or rent TV shows and movies directly inside the app on Apple platforms. The change was first spotted by The Verge.
For the longest time, Amazon did not support this because of Apple’s App Store rules which require the developer to use Apple’s In-App purchase system for digital content and give 30% of the revenue to Apple. However, the current situation is unclear as the Amazon app is now letting customers buy using their Amazon payment method, and not using Apple’s In-App Purchase flow at all.
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