Apple Inc. (AAPL) has inked deals with all of the major Hollywood studios to sell their 4K movies via ITunes for $19.99 each. But the one notable holdout is the Walt Disney Co. (DIS), which is gearing up to launch its own streaming service in 2019.

During Apple's major event Wednesday at which it launched the iPhone X, the company also announced Apple TV 4K, which it said will give viewers crisper pictures and graphics performance that is four times faster than current systems. It also revealed that it is working with all of the studios to make their 4K movies available on iTunes at the same price as HD movies. For customers who downloaded a HD version of the movie, Apple will automatically upgrade it for free. Even Amazon.com Inc. (AMZN) and Netflix Inc. (NFLX) 4K movies will be coming to iTunes, but not Disney's. (See also: Could Apple Buy Disney? RBC Thinks So.)

The Disney-Apple Divide

According to The Wall Street Journal, what makes Disney's absence from the Apple service so notable is that the two have had a close relationship for years: Disney CEO Bob Iger sits on Apple's board. It was also the first company to sell its TV shows and movies on iTunes. Disney sells its 4K films on Vudu, Wal-Mart’s (WMT) digital store, but at a price of $24.99, noted the Journal. A person with knowledge of the deal between Apple and the studios said Apple had to push hard to get them to agree to a price of $19.99 for 4K movies, which could be why Disney didn’t come on board. It may also have something to do with Disney’s plans to launch its own streaming service. (See also: Disney-Netflix Divorce Signals Death of Cable.)

In August, the entertainment giant shook Netflix investors to the core when it announced it was gearing up to launch the platform, which will be home to a slew of its own programming. It also announced it would pull its Disney-branded movies from Netflix as well as its Marvel and Star Wars films. “We’ve now decided we will put the Marvel and ‘Star Wars’ movies on this app as well,” Disney's Iger said at Bank of America Merrill Lynch Media’s communications and entertainment conference last week, according to Variety.

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