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Amazon's Lovefilm lands on iPad

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Lovefilm iPad
Lovefilm iPad

Barely 24 hours after the launch of its Kindle Fire tablet Amazon has announced that an app for its movie streaming service, Lovefilm, is now available for iPad via a free download.

With the app, existing Lovefilm subscribers who pay more than £9.99 a month will be able to watch unlimited movies via their iPad for free, in much the same way they presently can on PC and PS3. Subscribers are limited to two devices per account though, so if you’ve already got Lovefilm on your PC and PS3 you could be facing a tough decision. In addition, the service is for the UK only, so you’ll need to connect from a domestic ISP in order for the service to work.

Lovefilm iPad

At present the choice of films on offer isn’t as wide as it is on PC and PS3, with “hundreds” as opposed to “thousands” of titles available. Lovefilm says it will be adding more in the coming weeks though.

Given how many commentators have claimed that the Kindle Fire presents the biggest threat yet to Apple’s total domination of the tablet market with its iPad and iPad 2, the Lovefilm app for iPad is an interesting move that raises a number of questions. For example, which of the two companies has the most to gain from the arrangement?

Will Apple’s decision to accept the Lovefilm app undermine its iTunes movie rental store? Or will Amazon’s decision to make Lovefilm available on iPad undermine the Kindle Fire as an exclusive content-delivery vehicle?

To our minds it seems that both parties have something to gain, at least for now. That said, the chances of seeing an iTunes app on Kindle Fire are probably about as remote as Plymouth Argyle winning the Champions League in the next couple of seasons.

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