Yeah I agree with this. There are a couple of shows that are only on Prime Instant Video that I use it for. But I'll still watch it on my Apple TV. If Amazon chooses not to build an app, I'll go elsewhere, I won't buy a whole Fire TV just to watch a show.

All this for one of the weakest parts of Prime. I've been a Prime member for 3-4 years before I watched my first prime video. I simply don't care for the service.