APPLE HAS TENTATIVELY taken a step towards playing nicely with rivals. As of today, you can now use Apple Music with both UK Amazon Echos (if for some reason you don't use Spotify or the better integrated Music Unlimited) and Fire TVs (if for some reason you use your TV for music playback.)
To use it on either, you first have to enable it in the Alexa app. Just go to 'settings', then 'music', then ‘'ink new service' and you'll find Apple Music as an option there. You can use more than one service at once, of course, but you'll want to make sure your favourite is the default so you don't have to keep adding "on Apple Music" or "on Spotify" to the end of every request.
Apple first revealed that Apple Music was going to be less locked down in mid-December when it first arrived on American Echo devices. Last month, it arrived on Fire TV, and now we get both at the same time over here. Other territories will presumably follow over the next few months.
Apple has historically been quite stubborn about platform exclusivity, so why would it be offering Apple Music to Amazon devices, when iPhone users could be encouraged to spend a lot more on a HomePod and an Apple TV? Well, call us cynics, but we can't help but notice Amazon got a lot more interesting in playing nicely once it had its own plans for a streaming TV service.
It also likely hasn't escaped Tim Cook's notice that Amazon hasn't been all too friendly to rivals in the streaming and smart speaker space. Google Home and Chromecast still aren't sold on Amazon, and Apple already has a mountain to climb in becoming a world-leading TV streaming company.
If offering its services to Amazon customers is the price of getting its shows on Fire TV sticks around the world, then it's a pretty small price to pay. µ
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