When Charlie Neiman arrived at Amazon in 2016, the company had never streamed a live event, let alone live sports.

Amazon said on Wednesday that Apple TV+ will become available on Prime Video later this month in the U.S. for $9.99 per month, in a boost for the iPhone maker which has lagged behind streaming rivals Netflix,

Prime Video, as streaming platforms continue to consolidate to resemble the cable offerings they’ve largely outcompeted.

In the coming weeks, Prime Video customers in the United States will be able to subscribe to Apple TV+ through Amazon, as part of a streaming partnership between the online retail giant and Apple.

Streaming service Apple TV+ will be available on Amazon Prime Video in the US as an add-on subscription by the end of October. Confirmed: Apple TV+ subscription will be priced at

Amazon Prime Video customers can buy an Apple TV+ channel add-on for $9.99 a month starting later this month, Amazon announced Wednesday.

The deal will bring the Apple streaming service and its content to the Prime Video ecosystem as an add-on subscription, joining Max, Paramount+ and other streaming options.

Apple 's entire library of TV shows and movies will be available to watch on the Amazon Prime Video app from later this month, as the two companies have entered into a new partnership. The streaming services have an agreement whereby Apple TV + will become a subscription add-on offered by Amazon, much like Paramount+, Discovery+, and Max in the US.

Apple TV+ joins Prime Video's collection of more than 100 add-on subscription options in the U.S., including Warner Bros. Discovery's Max, Paramount Global's Paramount+, Sony's Cr