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Apple is introducing another change for customers buying digital content. After years of offering free upgrades for films, the company has begun offering free upgrades for TV series as well. The first titles have already appeared in 4K in the Apple TV app. Users do not have to pay anything extra or repurchase their purchases. It's another argument Apple is using to persuade customers to embrace a digital library.
The first TV series have received a free upgrade to 4K
Apple has begun a process of free upgrades to 4K SDR for purchased TV series. According to initial reports, 49 titles available in the Apple TV app have already been updated. Among them were Mad Men, Star Trek: Strange New Worlds, The Twilight Zone and The Hunting Wives. The changes first appeared in the United States and the United Kingdom, though they may be rolled out gradually in other regions as well. Since 2017 Apple has offered similar free upgrades for purchased films. In the past, users received free updates to 4K, HDR, Dolby Atmos and HDR10+, and more recently to 3D 4K. The company also frequently adds bonus material to previously purchased titles. Now the same policy is starting to cover TV series too. Owners of eligible titles will automatically see the new version in their library. There is no need to repurchase or activate the update.
Apple bets on the value of digital purchases
The extension of the free upgrades programme comes at a time when ownership of digital content is increasingly debated. Apple emphasises that purchased films and TV series remain available in users' libraries even if they disappear from the store. The company has not previously been associated with removing legally purchased material from customers' accounts. That sets it apart from some other digital platforms, which in recent years have faced criticism for similar situations. The free quality upgrades are intended to make purchases within the Apple ecosystem even more attractive. The list of series covered by the programme is still relatively short, but it is likely to be expanded further. Apple has not said when additional productions will receive 4K versions. All indications are, however, that the company plans to develop this programme over the coming months. For users, this means the possibility of getting better picture quality without incurring extra costs.
Apple has started offering free upgrades of purchased TV series to 4K. The first 49 titles have already been upgraded to the higher resolution, and the programme will gradually include further titles available in the Apple TV library.
source: flatpanelshd
