Apple Inc (AAPL) - Get Report has struggled to reach a deal over movie pricing with major Hollywood studios ahead of the release of its ultra-high definition Apple TV, the Wall Street Journal reported.

Apple wants to sell ultra-HD movies on the new device, which is 4K capable and set to be announced September 12, for $19.99. That price is around the same level as what Apple charges for new high definition films, but several Hollywood studios have told Apple they want to charge $5 to $10 more for ultra-HD movies.

Reaching a deal is important for Apple as it tries to revamp its Apple TV product first released in 2007. Apple TV has lost market share recently to (AMZN) - Get Report and Roku Inc., which offer 4K capable devices at a 60% discount to the $149 Apple TV.

Apple TV success could also bolster Apple's iTunes as it competes with Comcast Corp's (CMCSA) - Get Report  , Netflix's (NFLX) - Get Report and Amazon's movie rentals and sales business.

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