large image

Trusted Reviews is supported by its audience. If you purchase through links on our site, we may earn a commission. Learn more.

Bring on the 4K price war! Amazon slashes cost after iTunes move

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.

Better selection

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.

Why trust our journalism?

Founded in 2004, Trusted Reviews exists to give our readers thorough, unbiased and independent advice on what to buy.

Today, we have 9 million users a month around the world, and assess more than 1,000 products a year.

author icon

Editorial independence

Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.

author icon

Professional conduct

We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.