I didn’t see this as an enterprise-focused story at first. But a recent compromise between Amazon and Apple shows how communication can help even opposing businesses solve problems and grow value.

Amazon and Apple make a deal

Amazon this week suddenly began permitting Prime subscribers to access and purchase content from Prime using the iOS app.

To the vexation of many users, this wasn’t possible before. You had to visit Amazon’s site on a computer, purchase the item you wanted, and only then could this be accessed using an iOS device, including Apple TV.

The process was annoying, and was purely driven by the two bigwig multinationals arguing over who would get to keep a share of the purchase price. And customers suffered to protect the all-important bottom line.

Now this has changed, and it has become possible to access and purchase Amazon’s content via the app. That’s better for any customers out there seeking some entertainment during lock down. But, like so many of the little things, this arrangement suggests a shift in the way both companies think about their business and how to compete in the streaming media landscape.

Quid pro quo

An investigation by John Gruber shows that the deal kind of works in a slightly more complex way: Not only can you purchase content through Amazon’s iOS app, but you can also now buy Amazon Prime subscriptions through the app.

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