Apple is expected to unveil their new 4K-capable Apple TV on September 12, with reports coming out that Apple hasn't finalized deals with movie studios for 4K content.
In order for the new Apple TV to be successful in pushing 4K content, there needs to be a decent sized library of 4K content, right? You can pay $11.99 for Netflix which lasts an entire month with unlimited playback of not just the huge library of TV shows and movies, but a continuously expanding library of 4K content as well.
Apple is reportedly looking to charge $20 per 4K movie, which is quite expensive in comparison to current digital 4K content services. Apple has secured big deals at the last minute before, where back in 2010 the company secured huge book publishers within days of launching iBooks.
If Apple launched the new 4K-capable Apple TV without 4K content, we could see Netflix and other 4K digital content service providers jump in and do something. We could see Netflix expand its 4K base into Apple TV, unless Apple is somehow able to secure 4K movies cheaper, I don't see why anyone would pay $20 per movie when they can pay half of that for an entire month of Netflix which has plenty of 4K content.