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Google Play the latest to blink after Apple’s 4K price pledge

It’s not often we say this, but thanks to Apple, things are getting cheaper. After the company announced its 4K HDR movies would be the same price as HD content, its rivals are quickly following suit.

Last weekend Amazon moved to match iTunes and now now Google is following suit by dropping select UltraHD movies to match Apple’s $19.99 asking price.

Right now the likes of Spider-Man Homecoming and Baby Driver are priced at the lower rate, while a film like Wonder Woman is still $29.99 for the UHD edition.

Related: What is 4K Ultra HD?

Google Play

“We always look to offer consumers competitive pricing on Google Play and have been working closely with our studio partners to do so,” a spokesperson told Engadget.

Now it appears, the early adopter premium placed on 4K content is coming to an end, with three of the major purveyors on board.

YouTube led the way

Google has been among the most proactive tech companies in enabling 4K content. As it often does, YouTube led the way, offering the most access to user-uploaded content.

Google announced 4K movies were coming to its Play store last October, alongside its Chomecast Ultra dongle. However, the firm didn’t make the movies available until mid-December 2016.

Even then the company wanted $7.99 for a rental and $29.99 for digital copies of some movies.

All you need to do to find Google Play’s selection is to type “4K movies” into the search box.

Do you think the extra expenditure for 4K content is worth it? Or should you be able to enjoy your new 4K telly without paying over the odds for the improved resolution?

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