Apple to Sell 4K Movies and HD Movies at the Same Price

Posted by at 11:50 am on September 12, 2017

At Apple’s fall hardware event today, CEO Tim Cook announced the first 4K version of Apple TV. The company is catching up with Roku and Google’s Chromecast, both of which added 4K support last fall. It was preceded by Cook explaining the “history of TV” from black-and-white to 4K, the latest “key inflection point.”

Senior VP Eddy Cue then announced a whole assortment of 4K HDR content that will be compatible with the new Apple TV, including films from major studios like 20th Century Fox, Lionsgate, Universal, Paramount, Sony, and Warner Bros.

4K movies will be added to iTunes at the same price as HD content, and Cue also announced that previously purchased HD movies will be automatically upgraded to 4K for free. Netflix — which has offered 4K content on other platforms since April of last year — will also be available in 4K on the new Apple TV. The Amazon Prime video app and Amazon’s 4K content will be coming “later this year.”

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