Amazon announced on Wednesday that Apple TV+ will be accessible on Prime Video in the U.S. later this month for a subscription fee of $9.99 per month, marking a significant advantage for the iPhone manufacturer. Apple's streaming platform has struggled to keep pace with competitors such as Netflix, Disney+, and even Prime Video itself.

Apple TV+, which features original programming like Ted Lasso, The Morning Show, and Severance, has carved out a niche in the streaming market by prioritizing exclusive content. This approach has earned the service 72 Emmy Award nominations.

Despite its accolades, Apple TV+ faces challenges, as it ranks among the streaming services with the highest subscription cancellation rates, while Netflix boasts the lowest, according to data from market research firm Antenna.

Amazon will integrate Apple TV+ as a channel within Prime Video, joining other streaming options like HBO Max, Discovery+, Starz, Showtime, and Paramount+.