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Apple wants to Offer 4K Content for new Apple TV at HD Pricing and the Studios want a Premium



It's being reported today that Apple is scrambling to strike deals with Hollywood studios to offer ultra-high definition films on its new Apple TV, but discussions have been hampered by disagreements over pricing. 


Apple is set to unveil the new version of its streaming media device at an event Sept. 12 and tout its compatibility with new 4K televisions. The 4K format offers 4,000 pixels per frame--significantly sharper than traditional high-definition video such as Blu-ray discs.


Morning Star reports that the studios want to charge a $5 to $10 premium for 4K movies while Apple wants to offer them at the same price as current movies in HD. 


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