Uses web apps to sidestep App Store restrictions.
Amazon has unveiled their new service dubbed Luna, a streaming competitor for Google Stadia and Microsoft xCloud. Amazon Luna is currently in invite only beta to which access can be requested, and when the service launches fully it will cost $5.99 per month (during early access) for access to a growing library of games. What the subscription will rise to after the early access period is not known.
This does appear to be a Game Pass style subscription where you gain access to every game on the list as opposed to Stadia where games must still be purchased. The Luna App will be available on PC, Mac, and FireTV devices while you can use Chrome or Safari to play on browsers including the iPhone. A clever way to sidestep approval on the App Store which has so far seen Project xCloud and Stadia rejected by Apple.
While Luna is compatible with PS4 and Xbox One controllers, the truly dedicated can buy a Luna controller for $50. You can only buy the controller right now only if you are invited to the early access program. Ubisoft will have its own buyable subscription, however that price is yet unknown.
Source: Amazon