Apparently, there was a lot of negotiating from competitors, too. Today, Amazon slashed the prices on all of its own 4K videos, making them infinitely more affordable than they were just hours ago.
According to (opens in new tab), until recently you could find yourself paying as much as $30 for a 4K video from Amazon US. Now, though, you'll find some of the titles for as low as $5, while newer programs will cost you a little more. But only a little: you probably won't have to spend more than $20.
The catch? Amazon still has a pitiful 4K selection compared to iTunes. The silver lining, though, is that some of those 4K videos will likely come free with a Prime membership when Amazon finally releases its expected app for the Apple TV 4K.
The price slash is a seemingly small bit of news that could have a massive impact, as few things spur the adoption of new technology quite like making that technology affordable. With more accessible pricing, in other words, the 4K revolution is at last coming to the people.