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 Roundups: Apple TV, tvOS 14
Tag: Amazon
Buyer's Guide: Apple TV (Don't Buy)

Top Rated Comments

StarDal Avatar
46 months ago
Competition at work!
Score: 6 Votes (Like | Disagree)
oneMadRssn Avatar
46 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
46 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
46 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
46 months ago
Competition is good!
Score: 1 Votes (Like | Disagree)
Makosuke Avatar
46 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)

Top Stories

samsung experience 1

Samsung's 'iTest' Lets You Try a Galaxy Device on Your iPhone

Thursday April 8, 2021 12:42 pm PDT by
Samsung has launched "iTest," an interactive website experience that's designed to allow iPhone users to test out Android on a Galaxy device, or "sample the other side," as Samsung puts it. Subscribe to the MacRumors YouTube channel for more videos. The iTest website is being advertised in New Zealand, according to a MacRumors reader who came across the feature. Visiting the iTest website on...
sonny 2021 ipad mini pro dummies

Leaked Dummy Units Show iPad Mini 6 With Thick Bezels and Home Button, New iPad Pro Models

Thursday April 8, 2021 2:11 am PDT by
Rumors suggest Apple will release refreshed versions of the iPad mini and iPad Pro models in the first half of this year, potentially as soon as this month, and a new leak today has provided us with a possible preview of what to expect in terms of the devices' overall design and camera prospects. Tech leaker and Apple blogger Sonny Dickson this morning shared images on Twitter showing dummy ...
fake airpods 3

Counterfeit 'AirPods 3' Hit the Market Prior to Official Announcement

Friday April 9, 2021 2:45 am PDT by
Apple is expected to launch the third iteration of AirPods in the third quarter of this year. Rumors and reports suggest the new AirPods will feature an updated design more in line with the AirPods Pro, but lacking in "Pro" features such as active noise cancellation. Despite AirPods 3 not yet being officially announced by Apple, counterfeit products of the unreleased earbuds have already hit ...
iMessage Android featured

Apple's Rationale for Not Bringing iMessage to Android Revealed in Legal Documents

Friday April 9, 2021 2:22 am PDT by
It's no secret that Apple sees iMessage as a big enough selling point to keep the service exclusive to Apple devices, however new court filings submitted by Epic Games in its ongoing lawsuit with the company reveal just how Apple executives have rationalized their decision not to develop a version of iMessage for Android. Apple clearly recognizes the power that iMessage has to keep users...
nba tracking prompt orange

Two-Thirds of iPhone Users Expected to Block Ad Tracking

Friday April 9, 2021 7:19 am PDT by
As many as 68 percent of iPhone users are expected to deny advertisers permission to track them thanks to Apple's App Tracking Transparency feature, in what is beginning to look like a significant blow to the advertising industry (via AdWeek). With the launch of iOS 14.5, apps will have to receive explicit user permission before accessing an iPhone's advertising identifier or IDFA, which is...
iPhone 13 Battery Life Feature

DigiTimes: iPhone 13 Pro Models to Feature 120Hz ProMotion Refresh Rate and 15-20% Less Power Consumption

Friday April 9, 2021 12:52 am PDT by
The two premium "Pro" models of the upcoming iPhone 13 lineup will be equipped with a low-power LTPO display, enabling the iPhones to have a 120Hz refresh rate, according to industry sources cited by Taiwanese publication DigiTimes. According to today's paywalled report, Apple suppliers Samsung and LG Display are in the process of converting parts of their production capacity to produce LTPO ...
ehric

iPhone 12 Mini Missing From Top 5 Best Selling Smartphone List of January 2021

Friday April 9, 2021 4:58 am PDT by
According to market data compiled by Counterpoint Research, Apple's smallest iPhone since the 2016 iPhone SE, the iPhone 12 mini, struggled to obtain a spot in the top five list of best-selling smartphones in January of this year. According to the market data, the iPhone 12 mini came in eighth place for the best-selling smartphone worldwide in the first month of the year. However, the iPhone ...
Top Stories 56 Feature

Top Stories: 'Find My' Expansion, iPhone 13 Pro Mockup, Largest-Ever iMac?

Saturday April 10, 2021 6:00 am PDT by
Apple's AirTags may still be nowhere to be seen nearly two years after signs of them were first discovered, but Apple this week launched its Find My network accessory program that will let third-party devices integrate with the Find My app on Apple's platforms to make it easy to keep track of your items. This week also saw fresh rumors about the upcoming "iPhone 13" and new iMacs, while...
fortnite apple featured

Epic's Case Against Apple in Australia Might Be Over

Friday April 9, 2021 12:21 pm PDT by
Epic Games and Apple are involved in a highly public lawsuit in the United States, but Epic has also sued Apple in other countries, including Australia, in an attempt to boost its chances of getting a favorable ruling. Things aren't quite going Epic's way, however, as the justice overseeing the case today decided that he's going to let the two companies battle it out in the United States. ...
Apple TV Ray Light Teal Film

Apple Wants to Draw Subscribers to Apple TV+ With More Feature Films

Friday April 9, 2021 10:27 am PDT by
Apple is ramping up its efforts to produce feature films, according to a new report from The Information. Apple has a limited number of high profile films already, including "Palmer," "Cherry," and "Greyhound," and sees it as a way to draw more people into Apple TV+. Apple has been telling studio executives that it is aiming to do more than 10 to 12 original movies per year for Apple TV+,...