Apple appears to have ambitious plans to attract people’s interest in its streaming device Apple TV, according to a new report. An anonymous reader shares a report: The company, which is widely expected to refresh the Apple TV next month to bring support for videos in 4K, is in talks with Hollywood studios to bring Ultra HD content at lower prices, WSJ reported on Tuesday. Apple is widely expected to unveil new iPhone models – including one called the iPhone 8 – next month. The publication reports that the iPhone-maker is pushing Hollywood studios to agree to sell Ultra HD editions of movies at $19.99, the usual price the company charges for full-HD of new movies. But Hollywood studios, which have seen a significant portion of their business go to Netflix and Amazon Prime Video, are pushing for higher prices. Hollywood studios, according to the report, are asking Apple to increase the asking price from proposed $19.99 per movie by $5 to $10.

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Source: Slashdot – Apple Pushes Studios to Offer 4K Content for Upcoming Apple TV at Lower Prices, Report Says