The Apple TV 4K doesn’t arrive until next week, but Apple is already delivering 4K and HDR content to its customers via the iTunes Store.

As you may recall, I described Apple’s Apple TV 4K announcements this week to be the only unadulterated win from its iPhone X press event. That is, this device will provide 4K and HDR content to a living room device that is (for Apple) reasonably priced. And better still, Apple’s 4K content will not cost extra.

“In the only real surprise at the event, and what I will argue was, in fact, the best news of the day, Apple will not charge extra for purchased 4K/UHD/HDR content,” I wrote. “That is, movies and TV shows in these formats will cost the same as Full HD/1080p videos did before (typically $15 or $20 for a new movie). And better still, if you purchased movies or TV shows from Apple in Full HD before, they will automatically be upgraded to 4K/UHD/HDR as those versions become available. Other service providers charge a lot of money for this kind of thing. For example, Google sells the movie King Kong: Skull Island for $19.99 in Full HD, but the 4K/UHD/HDR version is $29.99. For people who care about home entertainment, Apple’s pricing here is—yes, really—a game changer.”

Thurrott

Apple is really on the ball with their services that’s why they are on their way to being the first trillion dollar company.

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