OnDemand WTP Pricing Research

Apple’s 4K Content Pricing Strategy is a Very Smart Move | ExtremeTech

At its launch event yesterday, Apple announced a bold new strategy that could give it a leadership position in a critical market. Marketing professionals and executives from other companies were left looking foolish by comparison and they’ll undoubtedly scramble to keep up with the Cupertino-based company. I’m speaking, of course, about Apple’s new 4K content strategy. Silly melodrama aside, the company’s new pricing is a pretty big deal for long-term 4K adoption.

There were two components to Apple’s announcement here. First, every 1080p film you’ve previously purchased through iTunes will be available in 4K + HDR at no additional cost (presumably these upgrades go in as new film versions are available). Second, 4K movies are going to carry the same price as 1080p films.

Up to this point, Apple has priced most HD films at $15 for 1080p, though there have been some $20 products as well. Other services, which already offer 4K purchases, have typically charged a $5 to $10 additional fee for the 4K option. That’s what the movie industry has favored, for obvious reasons — it makes significantly more money for delivering a different version of a film, and it establishes 4K as a premium viewing experience that consumers are used to paying a premium for to enjoy.

Read complete article here:

Apple’s 4K Content Pricing Strategy is a Very Smart Move – ExtremeTech.

Post a Comment

WP-SpamFree by Pole Position Marketing