Dive Brief:

• The Amazon Prime Video app on Apple TV had the most ever first-week downloads of any tvOS app after launching on Dec. 6, according to a report from BESTAppleTV.com.

• Meanwhile, Apple TV 4K and Apple's latest Apple TV became available for sale on Amazon's web site this week, although its availability status quickly changed to "temporarily out of stock," according to 9to5Mac.

• It is not known exactly how many downloads Amazon's app achieved, only that it was most first-week downloads. BESTAppleTV.com received confirmation of the feat via Apple from an original statement provided by Amazon.

Dive Insight:

These launches represent a new era of peace between major consumer brand superpowers, coming after Apple and Amazon agreed earlier this year to offer one another's apps on their respective TV platforms.

An ongoing dispute between the two had reached its height in late 2015 when Amazon stopped selling Apple TV products on its site because Apple's devices didn't allow access to Amazon's Prime Video content. After a long period of negotiations, Apple CEO Tim Cook said this past summer that Amazon's Apple TV app would be live on its platform before the end of the year.

The early demand proves what everyone already knew: Consumers really wanted the two companies to work out their issues. A pair of holiday launches also guaranteed that both rollouts would get a lot of attention, not that the two giants needed any extra help.

So, who benefits in the long run? Amazon gets a nice market boost from getting its content on another platform and maybe there are a few Apple TV users out there who aren't Amazon Prime members yet. But, the reality in the market for next-generation TV platforms is that, as of mid-2017, Amazon Fire TV users already out-numbered Apple TV users 35.8 million to 21.3 million, according to eMarketer. Apple also without a doubt will gain wider online market exposure with Amazon's help.

It will be interesting to see where things go from here between the two companies, and whether Amazon and Apple will work together in other ways that leverage Apple's gadget powers and Amazon's e-commerce market dominance. For now, each company has its own voice-activated virtual assistant, and may not want to yield to one another on that front, but there could be more opportunities going forward. Either way, consumers already seem to be happier for the effort.