With the release of the Apple TV 4K, Apple has started offering 4K content in its iTunes Store at HD prices, meaning the cost of a 4K movie maxes out at $19.99. Apple has also upgraded previously-purchased HD content to 4K at no additional cost to consumers.

In response, Amazon has started lowering the prices on 4K titles on its Amazon Video service in the UK. As Pocket-lint noticed, While prices could previously reach upwards of £24, 4K titles now range in price from £3.99 to £13.99. Amazon's 4K library isn't as large as Apple's, but with 4K streaming becoming more prevalent, it should continue to grow.

It's not yet clear if the price drops will expand to additional countries, but to remain competitive with Apple, Amazon will need to lower prices across the board. Many 4K movies in the U.S. continue to be priced at $29.99.

amazonprimevideo
Amazon's video content will be available to watch on the Apple TV when Amazon releases its Amazon Prime Video app later this year. There's currently no word on when the app might be released, but a rumor earlier today suggested it could launch this Thursday alongside NFL's Thursday Night Football games.

Amazon is also rumored to be planning to release its own upgraded Fire TV set-top box with support for 4K and HDR in the near future.

Update: It appears the price drop on 4K titles is limited to the UK at the current time, and this article has been updated accordingly.

Related Roundup: Apple TV
Tag: Amazon
Buyer's Guide: Apple TV (Neutral)
Related Forum: Apple TV and Home Theater

Top Rated Comments

StarDal Avatar
StarDal
57 months ago
Competition at work!
Score: 6 Votes (Like | Disagree)
oneMadRssn Avatar
oneMadRssn
57 months ago
Here is something you will never hear from an non-Apple user: "Thank you Apple, for lowering prices for us consumers across nearly the entire industry."
Score: 4 Votes (Like | Disagree)
CBlakeston Avatar
CBlakeston
57 months ago
UK prices dropping before the US, in this current brexit cluster *beep* climate? Well I'll be :)

Competition is good, and the one winner in all this is us. 4K rentals for 99p in the iTunes store is something I hope continues rather than just a one-off.
Works for me. :) Yes, the ATV box is more expensive then others but effectively came with 40+ FREE 4K movies with more guaranteed to be added. Thats amazing value. Imagine how much it would cost to buy a cheap Fire stick or chrome cast and re-buy all movies in 4K on their services. Even at their newly reduced prices :P
Score: 1 Votes (Like | Disagree)
pat500000 Avatar
pat500000
57 months ago
('https://www.macrumors.com/2017/09/25/amazon-4k-content-price-drop/')


With the release of the Apple TV 4K, Apple has started offering 4K content in its iTunes Store ('https://www.macrumors.com/2017/09/14/itunes-4k-hdr-content-rolling-out/') at HD prices, meaning the cost of a 4K movie maxes out at $19.99. Apple has also upgraded previously-purchased HD content to 4K at no additional cost to consumers.

In response, Amazon has started lowering the prices on 4K titles on its Amazon Video service. As Pocket-lint ('http://www.pocket-lint.com/news/142349-amazon-4k-movie-prices-plummet-to-combat-apple-tv-4k') noticed, While prices could previously reach upwards of $30, 4K titles now range in price from $5 to $19.99. Amazon's 4K library isn't as large as Apple's, but with 4K streaming becoming more prevalent, it should continue to grow.



Amazon's video content will be available to watch on the Apple TV when Amazon releases its Amazon Prime Video app later this year. There's currently no word on when the app might be released, but a rumor earlier today suggested ('https://www.macrumors.com/2017/09/25/amazon-prime-video-apple-tv-release-date-rumor/') it could launch this Thursday alongside NFL's Thursday Night Football games.

Amazon is also rumored to be planning to release ('http://www.pocket-lint.com/news/142208-new-amazon-fire-tv-devices-coming-later-this-year-with-4k-hdr-and-echo-functionality') its own upgraded Fire TV set-top box with support for 4K and HDR in the near future.

Article Link: Amazon Drops Prices on 4K Content After Apple Offers 4K for HD Prices ('https://www.macrumors.com/2017/09/25/amazon-4k-content-price-drop/')
still streaming, right?
Score: 1 Votes (Like | Disagree)
arggg14 Avatar
arggg14
57 months ago
Competition is good!
Score: 1 Votes (Like | Disagree)
Makosuke Avatar
Makosuke
57 months ago
Based on ebook precedent, I guess this means it's time for the DOJ to investigate Apple again.
Score: 1 Votes (Like | Disagree)
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