A lot of speculation in this thread based on barely a thread of information. Based on where Apple seems to be going with the new ATV I think this move is the tip of the iceberg that is Apple and Amazon wrangling over dividing the spoils for access to Amazon’s content. It’s larger than simply having an Amazon app that can be accessed on the new ATV, it’s more likely about the really important aspect of the new ATV: being able to use one interface to access content from a wide range of sources. Users do not want to have to remember which app they used to access which programs, they want what Apple showed at the recent gala, the cable-cutter’s equivalent of one ring to rule them all. Amazon can’t simply write an app for this, they need to be part of that interface. I was disappointed, although not at all surprised, that the new ATV content interface did not include Amazon Prime, and I suspect that fighting over how much Apple would take off the top for allowing Amazon to be included in this interface is what’s going on below the water line. Amazon’s trying for all the leverage it can find, and this pissy move of dropping ATV from it’s marketplace is part of that.
I personally do not want yet another app to access yet another content source on my ATV, I want that “one ring” that allows me to find what I want easily via one interface. I hope this can be sorted out, but we’ll never know what’s really going on behind the scenes until it is, one way or the other.