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Apple wants to sell 4K movies for $20 in iTunes, but deals not yet agreed ahead of September event

<div class="feat-image">(https://9to5mac.files.wordpress.com/2017/08/apple-tv-4k.jpg?quality=82&strip=all&w=1600&h=800)</div><p>Apple has not yet finalized deals with movie studios for 4K content, according to a new report by the Wall Street Journal (https://www.wsj.com/articles/apple-studios-at-odds-over-movie-pricing-ahead-of-new-apple-tv-rollout-1504004401). The clock is ticking as Apple readies a 4K Apple TV unveiling for September 12 (https://9to5mac.com/2017/08/28/september-12-apple-event/), and naturally the company wants to announce a sizeable 4K content ecosystem to back it.</p>
<p>It appears the studios are pushing back on pricing. Whereas Apple wants to sell 4K movies for $20, the same price it sells many new release HD movies at (https://itunes.apple.com/us/movie/guardians-of-the-galaxy-vol-2/id1225848804?mt=6&amp;at=10l3Qe), studios are demanding an additional $5-$10 premium per sale.</p>
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