Apple is “scrambling” to strike deals with Hollywood studios to offer ultra-high definition films on its upcoming Apple TV, but discussions have been hampered by disagreements over pricing, reports The Wall Street Journal, quoting unnamed “people with knowledge of the talks.”
The article says that Apple wants to keep 4K films — which offer 4,000 pixels per frame — priced at $19.99, while some of the studios want to charge more, perhaps up to $30. However, at least one studio representative told the WSJ that Netflix subscribers already receive streaming 4K content for $12 per month, so convincing folks to pony up $30 for a UHD flick could be a tough sell.
Apple is expected to debut a new Apple TV along with new iPhones and Apple Watches this month. The next gen set-top box is expected to adds support for UHD and high-dynamic-range imaging (HDRI or HDR), a set of techniques used in imaging and photography to reproduce a greater dynamic range of luminositythan possible using standard digital imaging or photographic techniques.