The launch of the Apple TV 4K has brought 4K TV shows and films into the mainstream, but it's also had one unintended consequence: it's made 4K content cheaper on Amazon.
That's because Amazon has slashed its prices of 4K films and TV shows.
When Apple launched the new Apple TV, it also announced that iTunes' 4K content would cost the same as their high definition counterparts. If you'd already bought a TV show or film in HD from iTunes, Apple would also gift you the 4K version at no extra cost.
Amazon is countering this proposal by dropping its own prices. 4K films now start at just £3.99 on Amazon, going up to £13.99 for top titles. Whereas before, Amazon was charging more for digital versions than it did for 4K Blu-rays.
Amazon recently stopped selling its Fire TV streaming device, prompting rumours it was about to launch a new model. Roku is also rumoured to be readying a new streaming stick, this one equipped with 4K abilities.
The holiday season is nearly upon us, after all. So expect announcements from these firms soon.