Rumors indicate that the new version of the Apple TV will include 4K support, but it appears the company is hitting some roadblocks for content when it comes to the film studios.
According to a report from The Wall Street Journal, Apple is currently engaged in negotiations with the major Hollywood studios in regards to 4K content for its new streaming box. Apple is said to be “scrambling” to strike deals before the new Apple TV makes its debut on Sept. 12, but the Cupertino-based company is encountering issues when it comes to pricing.
Apple is said to want to sell 4K copies of films for $19.99, putting them in line with the pricing for HD versions of the films. However, the studios are apparently seeking to price them in the range of $25 to $30 each.
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.
If Apple is to make a 4K version of the Apple TV successful, it’s going to need the content to back it up. While you can stream 4K content from sources such as Netflix, Apple is going to want to boost its own offerings and try to revitalize sales from the iTunes store.
The new Apple TV is expected to make its debut on Sept. 12 along with the iPhone 8, iPhone 7s, iPhone 7s Plus and Apple Watch 3.