https://www.cnet.com/news/studios-reportedly-resisting-apples-4k-movie-pricing-plan/

The report didn't say what deals Apple has in place, but apparently "several major studios" are balking at Apple's pricing plan.

In physical disc format, UHD movies do typically sell for more than their Blu-ray counterparts, which are also included in the box, but we've seen plenty of sales on UHD movies that push prices below $20.