Higher hardware price. That's how.Same price as HD and free 4K upgrades. Surprised they pulled that off.
Are they? How many releases of the Apple TV will it take to show you that they aren't.And Apple TV has nothing new that the Roku Premiere+ can't already do. Although cool they are upgrading HD video to 4K video, but you can expect VUDU, Amazon and Google Play to follow suit soon.
Come on Apple, you are better than this.
$100 says they're going to charge for those 4K movie rentals and purchases.