From The Truth about Amazon Prime Video on Apple TV, submitted to Reddit two months ago.
AmazonVideoEngineer: Wanted to make this throwaway account after yesterday’s debacle. I saw many people get upset so I wanted to issue this warning: do not expect Amazon to launch before October 26th. The app is done, and has been done for months already. However there are a lot of politics going on beyond my pay grade that are pushing the launch back. And just to clarify, October 26 is the earliest I would expect it. Launch could be pushed well into November.
shapeshiftingrobot: My big question is why bother announcing it so soon if it was months from release? Every day/week it’s not released is a disappointment in Amazon and anecdotally, seems like people are killing their Prime accounts.
AmazonVideoEngineer: I don’t blame you for being frustrated. It’s frustrating having finished a project and to have it sit collecting dust, as well. I can’t say I know why it’s being dragged out. The initial concerns were over two issues: Apple’s cut of Amazon’s subscription revenue, and Apple’s access to analytics. Negotiations went on for, and I’m not joking, over a year and escalated to the point where Apple’s head of TV was meeting face-to-face with Bezos on multiple occasions. But those concerns were worked out months ago, and I have to assume it’s for some marketing reason.
My take: If AmazonVideoEngineer is right—and he or she has been right so far—we should expect a big marketing push any day now. What I can’t figure out is who is going to push the new service harder, Apple or Amazon?