Amazon's annual sale extravaganza, Prime Day, is more centered around technology products each year, with giveaways and steep discounts on Apple MacBooks, Microsoft's Surface products and even Google Home devices.
But perhaps more telling is a much less flashy deal: Four months of unlimited music for 99 cents through Amazon. It's a deal that targets rival Apple where it hurts: content.
Apple recently debuted the HomePod speaker, a rival to Amazon's Echo device that is distinctly focused on music, rather than being a voice-activated assistant. While subscribers to services like Spotify and Pandora already can access those services via Alexa, Apple users haven't had the same luxury. Alexa, the Echo's virtual assistant, still does not support Mac OS X devices.
Apple has been similarly cold toward supporting Amazon's video content, with Apple TV just introducing support this year, despite the fact that an estimated 85.3 million people in the U.S. will watch Amazon video at least once a month this year, up 11.9 percent over last year, according to eMarketer estimates.