Amazon is, without question, a holiday staple for busy shoppers. The company’s recent decision to stop offering OTT devices from its competitors Apple (Apple TV) and Google (Chromecast), ostensibly because the aforementioned devices don’t support Amazon Prime Video, may be part of a larger strategy reminiscent of Apple’s game plan: using hardware to control an ecosystem while indoctrinating customers into using one user interface, one way of doing things.
Without having to compete against Apple TV and Chromecast, Amazon’s Fire TV products dominate the retailing giant’s list of top selling electronic devices. Add Amazon’s growing roster of original programming, available to Prime members for free, and the allure of Fire TV becomes even more evident. Amazon’s rivals aren’t sitting still, however; Apple TV recently introduced its new app-based operating system on its latest device (with rumors flying that Amazon Prime will be available just after the holidays), while Google, which also recently debuted a new Chromecast, continues to sell the most streaming devices.