Apple has begun offering a number of movie titles in 4K HDR ahead of next week’s Apple TV 4K, identify by a “4K” designation where “HD” was previously shown, as well as a “Dolby Vision” logo. In addition to selling content in 4K for the same price as other HD content, Apple has promised that users who have previously purchased HD versions of titles that are now available in 4K will be able to download or stream the 4K version at no additional cost.
The new 4K versions are currently only appearing on iOS devices and the Apple TV; it remains unclear whether iTunes 12.7, released earlier this week, will actually support playback of 4K content, as all references to HD content in iTunes continue to refer to 1080p as the maximum resolution.