Bring on the 4K price war! Amazon slashes cost after iTunes move | Trusted Reviews

When Apple announced 4K movies were coming to iTunes earlier this month, it did so with an extremely pleasant surprise: Ultra HD movies would cost the same as their HD counterparts, while customers would also get free upgrades on previously purchased content.

That move appears to have lit a fire under Amazon, with Jeff Bezos’ firm slashing 4K movie prices to counter Apple’s pricing strategy.

Prices on 4K movies start at just £3.99, ranging up to £13.99 for the top titles in the range, Pocket-Lint reports.

Previously, Amazon was charging more for digital versions than the cost of some 4K Blu-rays, perhaps harming potential adoption.

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Bring on the 4K price war! Amazon slashes cost after iTunes move | Trusted Reviews.