4K films are getting cheaper, and it's all thanks to Apple.
When the fruity firm launched its Apple TV 4K recently, it announced that 4K films on iTunes would cost the same as the high definition versions. That prompted Amazon to drop the price of its 4K content, and now Google has followed suit.
In the US, the price of select 4K films on Google Play has dropped to match Apple's $20.
Google confirmed that this price cut was indeed recent.
"We always look to offer consumers competitive pricing on Google Play, and have been working closely with our studio partners to do so," a spokesperson told Engadget.
It makes sense. With its arch rivals offering 4K content for less, Google doesn't want to be seen as the most expensive option, especially seeing as its Chromecast range of streaming dongles are very competitively priced.
Unfortunately, 4K films on Google Play are still only available in the US and Canada, which has been the case for nearly a year now. There's no word on when they'll be offered through the UK store.