I guess you need to go back to when HD came along, does anyone have any recollection of that and what happened on the iTunes store? I'm wondering if they'll have three pricing tiers; 4K, HD and SD? Will HD drop to SD prices, or will 4K just be even more expensive? Will SD vanish altogether? In the UK, the prices are generally HD £13.99 and SD £9.99. I can't imagine ever wanting to pay £17.99 (for example) for a digital movie. Obviously, we're just guessing here ... EDIT - found a news archive post, apparently HD movies were $19.99 originally - not sure how that compares to current US prices?