Alexa, Siri, Apple TV: Are Amazon And Apple Putting Their Rivalry Aside?

Apple and Amazon are fierce competitors, especially now that the iPhone maker has released its own home speaker. However, the companies seem to have been putting their differences aside lately.

This year, Amazon and Apple introduced changes that goes beyond their rivalry, with the most recent move announced this week at the Worldwide Developers Conference.

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Amazon And The Apple TV

Apple announced the Amazon video app will finally come to the Apple TV worldwide this year. The move makes it easier for users, since Amazon Prime subscribers previously had to use AirPlay on their device to stream video onto their Apple TV. Amazon’s Prime Video app will be available to those who own generation two, three and four of the Apple TV, Amazon said on Twitter.

“You asked (a lot). We listened. Amazon Prime Video is coming to the TV App and all Apple TVs this year,” Amazon tweeted.

Apart from the Amazon video app, a BuzzFeed report said Amazon will also start reselling the Apple TV on its site. The online retailer stopped carrying the Apple TV and Google Chromecast devices in 2015. Amazon CEO Jeff Bezos said at the time that the company wanted its customers to be able to watch Amazon video on devices sold by Amazon. However, neither Amazon nor Apple have confirmed that this will happen.

Siri and Alexa

Apple and Amazon’s virtual assistants, Siri and Alexa, could work together in the future, David Limp, Amazon’s senior vice president of devices, suggested recently. He said the company believes there should be more openness among rival virtual assistant platforms. Limp said the online retailer is willing to work with Apple or Google to ensure Siri and Alexa are compatible.

“You should be able to tell 'Alexa, ask Siri X,’” he said.

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Limp's comments come after Alexa recently penetrated through the iPhone via the Amazon iOS app. iPhone and iPad users can use Alexa by tapping on the microphone icon on the right side of the search box. Alexa on the iOS app can help users with their shopping, track orders, give weather updates, play music and answer other commands. Alexa’s power is limited on iOS though, since it can only be used while the app is open.

HomePod VS. Echo Devices

When Apple revealed its new speaker at WWDC, it tried hard not to sell it as an Amazon Echo competitor. The HomePod is powered by Siri, but Apple didn’t mention until it was half way into the segment about the speaker. Apple’s HomePod competes with Amazon’s numerous Echo devices, including the latest ones, Echo Look and Echo Show.

Amazon’s Echo speakers stream music from Prime Music, Pandora, Spotify, TuneIn, iHeartRadio and other services except Apple Music.

Limp previously told Bloomberg Amazon would "love to have Apple, but they’re not super big” on opening up Apple Music integration.

Although there are some parts Apple and Amazon won’t let go of, the recent moves show we may see more cooperation between the two companies in the future.