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

  1. Loren Kruse September 13, 2017 at 7:37 am #

    Not only are they offering 4K cheaper but they are offering to upgrade your existing purchases of HD movies to 4K. Thanks Apple!

  2. Cooper McChester September 13, 2017 at 7:40 am #

    Apple vs Amazon. That that is a wothy PPV match

  3. Cooper McChester September 13, 2017 at 7:41 am #

    Apple vs Amazon, now that is a worthy PPV match

    • Joseph ewing September 13, 2017 at 8:59 am #


      But expect the streaming companies to screw up the broadcast. 🙂

  4. TV Barrington September 13, 2017 at 7:59 am #

    On a related subject but slightly different topic, I feel that any rented streaming movie is over priced at $4.99 and $5.99. Speaking for myself, It’s extremely rare that I ever rent a streaming movie from any of the big streaming providers (Amazon, Google, and so on), and in many cases, I will just visit a Redbox. However, if the streaming providers were to permanently cut their prices in half ($2.50 and $3.00), I would be streaming movies all of the time. For me, it would then be worth it to not waste my gas and my time for two round trip visits to a Redbox (rent and return).

  5. Robert Beier September 13, 2017 at 8:14 am #

    I still wouldn’t switch. As of now I don’t have a 4K TV, but even if I did I wouldn’t switch due to the closed nature of Apple and their movies. Maybe if I was all in with Apple it would make sense, but with Windows PCs, Rokus, and Android devices it doesn’t make sense for me.

    • Joseph ewing September 13, 2017 at 9:00 am #

      Prepare to be labeled “an Apple hater”. 🙂

      • vesalius September 13, 2017 at 12:24 pm #

        should not be labeled anything. Some people like chocolate and other like vanilla. Preferences don’t make you haters. Their ecosystem works for me at the moment. I am willing to pay the buy in for stuff that works for me and my kids without too much worry it will be too quickly left behind in upcoming software updates, which happen regularly and are available to all and integrate well from among, Desktops, laptops, smartphones and cord cutting devices until the hardware is well past it’s prime. That’s not how it works for others and some just have different needs and wants, well that is fine too.

      • Karl Childers September 13, 2017 at 12:59 pm #

        He said that it doesn’t make sense for him. There’s no “hate” in that. Different options exist for different people.

        • Joseph ewing September 13, 2017 at 1:44 pm #

          Agreed. Maybe you didn’t note the Smiley Face emoticon at the end of my post.

  6. Jesse Prins September 13, 2017 at 8:18 am #

    I would go for the 4k movie at the HD price in a heartbeat if I had an AppleTV but I don’t. I’m sure Amazon will follow when they release their new 4k devices and Vudu, Google, Fandago and others will follow soon.

    • vesalius September 13, 2017 at 12:18 pm #

      Capitalism has it’s perks!

  7. BigO September 13, 2017 at 8:32 am #

    Always like to see a competition / price war as it usually benefits the consumer. Personally, I do not really care about 4K and would love to see a drop in HD.

  8. Jonathan Anderson September 13, 2017 at 8:40 am #

    I’m desperately hoping Vudu responds. I own a TON of “HDX” 1080 movies through Vudu (love their deals of the week/month), but even owning an HD copy of movie they still charge full price to buy the 4K version. What the hell? At least throw me a discount towards the 4K version!

    • Keith Foster September 13, 2017 at 9:01 am #

      I doubt we will get the free 4K upgrade with VUDU, but I would be willing to pay 1-2 bucks per movie.

      • Duelingdragon September 13, 2017 at 10:50 am #

        Vudu has so far not allowed us an upgrade discount to go from SD to HDX, so I’m not so sure they will offer that to go from HDX to UHD.
        Though I do wish they would.

  9. MacHead84 September 13, 2017 at 8:55 am #

    I’ll check back to this one periodically to see what all the typical Apple haters around here have to say…. something along the lines of “I’d rather pay less for a Fire TV and more for the movies!”

  10. Nathan John Ganiere September 13, 2017 at 11:20 am #

    don’t do 4K movies, don’t got a TV that supports it, just streaming boxes, HD is fine with me, so irrelevant news to me unless it results in HD prices going down, to me 4K this whole time has been nothing but an overpriced gimmick anyhow and all it is, is eye candy to me anyhow, which I don’t need…………..

  11. Lynnneez September 13, 2017 at 2:04 pm #

    How ironic that Apple is actually first to offer a discount on something. That being said I wouldn’t switch as I rent most movies in SD to keep the cost down and I would be more likely to buy a roku or fire tv 4k branded TV than an Apple box. I would also not buy a new box from Apple at their price point, especially since this is a space they update much later than other boxes – they seem to be in catchup mode all the time. I think in 5 years so the discounted 4k rentals will become more compelling for the masses, but it is nice they are able to offer something that distinguishes them from the others for a change. Otherwise this is good news in general as it will spur competition – gotta love capitalism.

  12. HeyRadar September 13, 2017 at 4:05 pm #

    I haven’t bought a movie in ages. I just rent them now days.

    And I usually rent the SD version, which is good enough quality for my TV. If I had a 80+ TV, then HD would matter more.

  13. Kyle Nolan September 14, 2017 at 9:17 am #

    I hope Vudu follows Apple’s lead and upgrades all HDX to UHD, and starts to phase out SD–they really need to just eliminate any differentiation between digital products–there should just be one offering and you get the best quality version available.