The Apple logo is pictured inside the newly opened Omotesando Apple store at a shopping district Photograph: (Reuters)
Apple Chief Executive Tim Cook said on Monday that Amazon Prime Video would be available on Apple TV and other Apple devices starting later this year.
Apple has about 50 media partners that supply content to its Apple TV and on the television app on its popular iPhone. But Amazon's service, which includes hit shows like "Transparent," has been a notable absence from Apple's hardware.
CEO Tim Cook also used the Apple keynote to show off new iPad and Mac computer models, as well as provide glimpses at coming versions of the software powering the technology titan's devices.
Apple senior vice president of software engineering Craig Federighi said the next Mac operating system will be named "High Sierra" in tribute to the California mountain range.
High Sierra features will include being able to stop unexpected videos from starting to play automatically when landing on web pages and "intelligent tracking prevention" that will prevent ads from following people about the internet.
High Sierra will be released later this year as a free update, according to Federighi.
(WION with inputs from agencies)