Amazon already has a great video app for iOS and they update it frequently. They recently updated it to support downloading and offline viewing of Prime content. Their stance on selling the AppleTV makes no sense. It would be absurd fr them not to make an app for the new AppleTV and the even with current models, airplay works great.
It also goes against a core cultural direction the Bezos described years ago. Amazon keeps retail, content and hardware businesses all separate. It is why kindle books are available on every platform you can think of. It is why Amazon video is also available on all those platforms. This decision makes no sense and probably won't last long.