Remember how the MSRP for a new Blu-ray used to be around $35.00? I'm sure the studios look at Apple's suggested $19.99 pricing and balk because that's the same price as a new release Blu-ray on Amazon. As far as their concerned, they should get more. But the average person won't know or care that the movie is in 4K. All they'll see is the $29.99 price tag, and nope on out of there.