Update: In a statement, Apple told 9to5Mac that it has an “established program for premium subscription video entertainment providers” and qualifying apps like Prime Video can offer customers the option to buy or rent movies and TV shows using the payment method tied to their existing video subscription. This same program covers features like integration with the TV app, AirPlay 2, universal search and single sign-on integration. Original story below.
In a significant shift, the Amazon Prime Video app on iOS and Apple TV now features a built-in content store. 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. The app now seems to use Amazon payment method if you have a card on file, otherwise it uses Apple In-App Purchase.