Apple is expected to launch an upgraded Apple TV set-top box recently. The device is expected to bring support for 4K Ultra High-Definition resolution. Apple will also need to arrange 4K content if it wants people to leverage the full power of its new set-top box. However, if a new report is to be believed, Hollywood isn’t playing ball with Apple as far as the pricing of the movies is concerned.
The Wall Street Journal reports that Apple wants to charge $19.99 for major movies in 4K UHD resolution. This is similar to what the company already charges for newer movies in full HD resolution.
Some Hollywood studios are reportedly not happy with this price point. They feel that Apple should add a premium of $5 to $10 to the price so that digital purchases of their movies earns them more money.
“I wouldn’t tell Apple how to price their iPads,” the scribe quotes one studio executive involved in the negotiations as saying. It’s unclear if the studios and Apple have reached a deal on this.
The company would want to wrap this up as quickly as possible. After all, Apple is expected to unveil the new Apple TV at its September event. So there’s not a lot of time between now and when the company is likely going to launch a new Apple TV alongside the new iPhones.