Yes, almost certainly Apple is the saint and anyone else is the devil. In some other universe it might have gone like this: Amazon: "To make the Prime app available on AppleTV, we want the same special financial deal you gave Netflix, rather than pay the full amount right off the top" Apple: "No, we like our fatter margins, even if you would be storing & streaming all the content that might be purchased through your app from your own infrastructure." Amazon: "When you give us the same deal you've given Netflix, we'll be interested. In the meantime, since you are not willing to compromise on a mutual win:win, we'll stop selling your AppleTV too." Apple starts developing a 4KTV while others are already long-since there. Those others also have mostly the same apps as Apple PLUS Amazon Prime. Apple wants to launch with as much 4K content as possible. Someone internally decides to grant Amazon the same special deal in exchange for some Amazon concessions like selling the product on Amazon.com again. Amazon accepts and starts developing the app. Apple at WWDC announces the Amazon Prime app coming soon. Amazon develops the app, re-lists AppleTV in the store and then launches Amazon Prime. Apple is more competitive with other 4K boxes by adding the Prime app and Prime 4K content. Apple still gets a pretty lucrative cut of Prime revenue and realizes sales of AppleTVs through the Amazon store. Amazon gets exposure to millions of new prospective Prime subscribers and gets to actually make some added profit (per the special deal) rather than give that extra to Apple. Consumers can get the last major missing streaming service from their preferred STB device. Win:win:win. Now, your scenario could be correct and mine could be wrong, but I generally think about it in a "follow the money" way. Your scenario has Amazon being too lazy to profit on some segment of millions of AppleTV owners and refusing the retailer profit on selling AppleTVs in their store to boot. I'll concede that Amazon could be "lazy"... or evil... even at their own profit expense. But I'd bet my scenario is much more likely than yours (even if it fails to cast Apple in a purely saintly vision).