Editorial: Apple Just Started a Price War & Amazon Needs to Respond





Yesterday Apple announced that it will start selling 4K movies and TV shows for the same price as HD unlike other streaming services such as Amazon Video and Vudu that charge extra if you want the 4K version. This is one of the few areas that the new Apple TV 4K stands out in and something that Amazon needs to immediately respond to with a similar offering.

This new development is huge for cord cutters. Movie rentals and sales of TV shows are a big part of the cord cutting experience. Now Apple has said that it will not join in the practice of charging extra for 4K.

When one service such as Apple makes a dramatic drop in price it will likely force others such as Amazon and Vudu to do the same or find a way to beat the price. When it is so easy to buy your content from multiple services Amazon and others need to join in the price war or see the 4K video sales quickly move to Apple.

Now if Amazon and others are not willing to jump in the 4K price war they could also respond by lowering the price of their HD content. While 4K is great it still makes up a small but growing percentage of the movies and shows on the market today.

So how important is 4K to you? Would you switch stores to get a less expensive 4K price?

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