Apple is at odds with several Hollywood studios over pricing of 4K movies which will be viewable via its next generation Apple TV, reports the WSJ. Apple is purportedly planning to introduce the new Apple TV at a media event on September 12th, alongside its new iPhones and Apple Watch.Apple wants to have major Hollywood films available in ultra-high definition on the new device, expected to go on sale later this year. However, it wants to charge $19.99 for those movies—on par with what it sometimes charges for new HD movies, the people with knowledge of the discussions said. Several Hollywood studios want to charge $5 to $10 more for 4K movies, the people said.
The company is likely arguing that lower prices will help expand the category and generate more long-term revenue; however, studios are concerned about preserving profit margins and higher prices for better quality formats. “I wouldn’t tell Apple how to price their iPads,” an executive told the WSJ.
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