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My Roku's have just been rendered obsolete. Amazon was the sole reason I was still using them.
 
During the keynote Cook seemed to indicate that this was coming via the TV app. The TV app is only available in the USA, so safe to assume that there will indeed be a separate Amazon Prime Video app?

The TV App doesn't actually play stuff from other content providers, only iTunes. However, it is able to search other apps if they make themselves compatible with the TV app.

So right now if I search for "House of Cards" on a brand new Apple TV4 it will only find the seasons/episodes for sale in the iTunes store. If I download the Netflix app, the next time I search for "House of Cards" in the TV app it will show me that it is available for sale in iTunes, or for free thru Netflix. If I click on the Netflix Button it will launch the Netflix app and take me straight to "House of Cards".

I assume this is the same way that Amazon Prime will work on the Apple TV4.

The TV app does not allow you to skip downloading the apps for each of the different channels/providers. It just provides a nice easy way to search all of the apps you have installed for whatever movie/show you are looking for.

In countries that don't have the TV app you will just have to launch the Amazon Prime app on your own, and then look for the shows you are looking for. On the Apple TV2 and Apple TV3 I'm sure you will have to do the same.
 
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Would love to know if this will be supported on Gen 3 Apple TVs. I can't upgrade to the Gen 4 since it doesn't have Optical Audio out support for Sonos.
There is a kludge you can use if you keep the Gen 3. Hook the Gen 4 to the TV and the Gen 3 to the Sonos. You can then tell the Gen 4 to send the audio to the Gen 3.

I know this works because I'm in the middle of installing a whole home audio system and don't have the HDMI run from the central system to the TV. There are two odd side effects. Pausing and starting videos has about a half second lag as the two sync up. Once you are used to the delay in the button press it isn't a big deal. The other issue is that whenever you wake up the Gen 4 you have to swipe down on the remote and re-select the audio streaming to the Gen 3.

It isn't ideal but it works. I've even started Amazon Video on an iPad, cast it to the Gen 4 and had that cast audio to the Gen 3. I was totally surprised when it actually worked (and was in sync). :)
 
BTW, since I haven't seen it posted in here, but figure some of the people might want to know. VUDU also said that they will be releasing their app for the Apple TV4 later this year too. You can see it on their twitter feed, they sent it out on Monday in response to the Amazon Prime announcement I assume.
 
Would love to know if this will be supported on Gen 3 Apple TVs. I can't upgrade to the Gen 4 since it doesn't have Optical Audio out support for Sonos.

I have the Sonos sound bar (and sub, and rear channels) and I used the optical out on my Apple TV gen 3 and then upgraded to the gen 4. Both have optical out. I suggest you get the gen 4 and try it. You can always return it if you have some weird issue, but I really don't think you will. If you're on Bell Fibe, you can download that app on to a gen 4 and get rid of your set top box. I'm looking forward to having Prime Video some time soon.
 
I have the Sonos sound bar (and sub, and rear channels) and I used the optical out on my Apple TV gen 3 and then upgraded to the gen 4. Both have optical out. I suggest you get the gen 4 and try it. You can always return it if you have some weird issue, but I really don't think you will. If you're on Bell Fibe, you can download that app on to a gen 4 and get rid of your set top box. I'm looking forward to having Prime Video some time soon.

Thanks for your reply!

I must be missing something here. No optical audio out port on the back of the newest Apple TV. (See image) The sound bar doesn't have HDMI. How do you have them connected?
 

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Thanks for your reply!

I must be missing something here. No optical audio out port on the back of the newest Apple TV. (See image) The sound bar doesn't have HDMI. How do you have them connected?
I think you connect with bluetooth. A little flaky IMO for a full time set up.
 
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