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Ahead of next week's launch of the new Apple TV 4K with HDR support, Apple has begun releasing 4K HDR content on iTunes in the United States and other countries.

4K movies are denoted by a new "4K" and "Dolby Vision" tags visible in the iTunes Store and in the TV app on iOS devices, Macs, and the Apple TV. 4K content is not universally displaying across all devices just yet, but it should be rolling out fully soon.

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A limited number of 4K movies are available at the current time, but availability should expand before the new Apple TV launches next week.

Apple's 4K movies are available at the same price as HD movies, and for iTunes customers who have already purchased HD quality content, Apple is upgrading the HD content to 4K at no additional cost.

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The Apple TV 4K will be available for pre-order starting tonight at 12:01 a.m. Pacific Time or 3:01 a.m. Eastern Time. Orders placed tonight will be delivered next week, on Friday, September 22, the official launch date of the device. Pricing on the 4K Apple TV starts at $179 for 32GB of storage.

Article Link: 4K HDR Content Rolling Out on iTunes Ahead of Apple TV 4K Launch
 
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Gotta say, pretty cool and ‘generous’ (and smart) of Apple to upgrade HD purchases to UHD free. I just wonder how broad their selection will be,

...This alone might push ATV4k market forward quick, and even surpass UHD BluRay’s which have been slow to adopt (but helped by Xbox 1S having a 4K blu ray drive)
 
You say that like we need the 4K apple TV.

...Wait doesn't everyone have a computer hooked up to their TV?
 
So you can't actually download at 4K which is a serious issue. My internet is not that reliable even at a 300 Mbps plan. Crappy Spectrum. The only way I can watch content smoothly is to download it over night.
 
This is going to fail so bad. Seriously, no download option? I cannot stream at 4K. Internet in the US sucks horribly.
 
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