When Apple announced 4K movies were coming to iTunes earlier this month, it did so with an extremely pleasant surprise: Ultra HD movies would cost the same as their HD counterparts, while customers would also get free upgrades on previously purchased content.
That move appears to have lit a fire under Amazon, with Jeff Bezos’ firm slashing 4K movie prices to counter Apple’s pricing strategy.
Prices on 4K movies start at just £3.99, ranging up to £13.99 for the top titles in the range, Pocket-Lint reports.
Previously, Amazon was charging more for digital versions than the cost of some 4K Blu-rays, perhaps harming potential adoption.
Unfortunately for Amazon, Apple has a far superior selection of 4K content available right now so it still has plenty of catching up to do.
However, Amazon is reportedly preparing to launch a new set of Fire TV products with 4K HDR support, just like the new Apple TV.
It wouldn’t be at all surprising to see Amazon use the launch to flood its store with 4K content.
Related: Amazon Fire TV 2017
Interestingly, the company is also planning to launch an Amazon Video app for the Apple TV. However, it would be surprising if users were able to purchase content directly from that app.
It would more likely be similar to the Kindle app, where folks can access their libraries of content purchased on other devices.
Will Apple’s decision to democratise 4K prices lead to widespread change across the industry? Drop us a line @TrustedReviews on Twitter.