Lost in the shadow of the new iPhone models and was news about the Apple TV 4K. Not only did Apple upgrade the hardware of its set top box, but it also announced a competitive pricing plan to offer 4K content at the same price as HD content.
Now, Amazon has responded with a massive price cut of its 4K content.
Previously, all of Amazon’s 4K titles were priced at $30, which is outrageously expensive, especially considering the content is still severely limited. But with Apple scoring a deal with studios to offer 4K HDR titles for $19.99, Amazon had to respond.
Amazon now offers 4K titles as low as $5, with newer titles coming in between $7 to $19. That’s more competitive with Apple’s pricing and a stark reminder of why competition is great for the consumer.
If it wasn’t for Apple’s 4K pricing move, we’d be stuck with 4K titles on Amazon Video for $30. This works vice versa, as competition from Amazon (and others) pushed Apple to finally make a 4K set top box.
Unfortunately, Amazon’s content still lacks HDR support with improved contrast and color. But with Amazon halting sales of the Fire TV, the rumored upgraded Fire TV with support for HDR and Dolby Atmos surround sound may be arriving very soon.