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

The Apple TV+ streaming service, known for its original series like ‘Ted Lasso,’‘The Morning Show’ and ‘Severance’, has so far differentiated itself in the streaming landscape with a focus on in-house content, a strategy that has helped it garner 72 Emmy Award nominations, a Reuters report on October 9 stated.

Apple TV+, however, is among the streaming platforms with the highest number of customers cancelling a subscription, while Netflix has the lowest, according to market research firm Antenna.

Amazon will add Apple TV+ as a channel on Prime Video, where other streaming services like HBO Max, Discovery+, Starz, Showtime, and Paramount+ are already available.

Meanwhile, in a press statement from Apple quoted Mike Hopkins, SVP and Head of Prime Video and Amazon MGM Studios, as saying, “Prime Video is a first-stop entertainment destination offering a wide selection of premium programming…As we continue to expand our offering and make it easy for customers to personalize their streaming experience directly in one app, we are proud to welcome Apple TV+ and its popular and critically-acclaimed shows, films and events to Prime Video.”

To date, Apple Original films, documentaries and series have earned 516 wins and 2,308 award nominations and counting, including multi-Emmy Award-winning comedy ‘Ted Lasso’ and historic Oscar Best Picture winner ‘CODA’.

Apple TV+ also features select American Major League Soccer matches from MLS Season Pass and is the home of ‘Friday Night Baseball’, a weekly Major League Baseball double-header available for subscribers on Fridays with no local broadcast restrictions.