Apple is set to launch its new suite of products on September 12th, including a new 4K Apple TV. The new version is set to boast ultra-high definition screening capabilities but may not have that many films yet to screen because of pushback from film studios.
Apple wants to charge $19.99 for films on their new device, similar to what it charges for its HD movies, but Hollywood wants $5 to $10 more. Studios want Apple to let them handle pricing but the tech giant believes lower prices will bring in more viewers. “I wouldn’t tell Apple how to price their iPads.” one studio exec told the Wall Street Journal in a recent interview.
Though Apple has found success with its iPhones and MacBooks, it struggles with Apple TV. The streaming device has been losing market share to lower-cost streaming players, especially from Amazon and Roku.
