Amazon has dramatically reduced the costs of 4K movies on Amazon Video, undercutting prices at Apple's iTunes for streaming on the Apple TV 4K.
Some titles on Amazon now cost as little as $5, though most are between $7 and $19. Thanks to deals with several movie studios, Apple is typically charging $19.99, an amount still below rivals like Walmart's Vudu.
Amazon was previously charging upwards of $30. The company has presumably negotiated its own agreements, since studios might otherwise protest given their terms with Apple.
Amazon has a smaller 4K selection than iTunes, and has temporarily stopped selling new Fire TV set-tops in advance of an anticipated refresh. The hardware already supports 4K, but Amazon may try and match the HDR (high dynamic range) compatibility found on devices like the Apple TV 4K, Chromecast Ultra, and recent Rokus. The new Apple TV is the only streamer of the group to support both Dolby Vision and HDR10.
The price cut could draw some people away from iTunes, especially given the imminent arrival of a native Amazon Video app for the Apple TV. While it missed the Apple TV 4K's launch on Sept. 22, the app could be appealing not just for individual prices but because people who have an Amazon Prime membership get some free movies as a perk.