My guess is that Apple insists that they are the only source for pay per view/purchased films/TV programs on the Apple TV and the Amazon won't just bring their subscription Prime service without the PPV side.
This guess is made without knowledge of the specific situation between Apple/Amazon but having dealt with some similar service providers (when working for an electronics company).
This guess is made without knowledge of the specific situation between Apple/Amazon but having dealt with some similar service providers (when working for an electronics company).