But the real pull here is the in-app purchase system.
Its a great addition, but complex enough to confuse most of us.
Pretty much any app can sell physical goodsgrocery delivery apps, or Amazons regular appwithout Apple taking a cut.
Lifewire / Charlie Sorrel
But after that, it gets confusing.
Now, take a look at the features added to Amazons new Prime Video Mac app.
It works with AirPlay, and supports PiP, but it doesnt work with Siri in my testing.
Lifewire / Charlie Sorrel
This isnt the first app to take advantage of Apples special program.
Its not even the first Amazon video app.
The Prime Video app on iOS also allows shopping that bypasses Apples payment system.
Lifewire / Charlie Sorrel
And some people flat-out prefer the convenience and separation of apps.
A Beautiful Mess
The point is, all this is an utter mess.
The iOS Kindle app, for example, still doesnt let you buy books.
Instead, you must navigate to the store page yourself.
Apps support the latest Apple technologies, which is good for users.
Apps can process their own payments, too, which is also good for users.
And that might not take as long as we think.
With the pressure on Apple from various regulatory bodies around the world, its position is increasingly untenable.
Hopefully, this Amazon app is a glimpse of the future.
