This is exciting. While many, including myself, do not own 4K TVs yet, the idea of iTunes adding 4K movies is a huge stepping stone for the adoption of 4K. It also gives us insight for upcoming products, like the Apple TV. From MacRumors, listings for some movies showed availability for "4K, HDR" resolution. While it was unable to download at this resolution, it basically confirms 4K is coming. Let's see if we get an updated Apple TV this fall.
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