With a new 4K Apple TV on the horizon, Apple has to figure out how much it'll charge for ultra-high definition films. And, not surprisingly, it's butting heads with Hollywood. While the iPhone maker wants to charge $20 for 4K films, studios are pushing for it to charge $5 or $10 more, the Wall Street Journal reports. Most new HD films on iTunes sell for $15, but some high-profile titles already reach up to $20, which could be why studios are eager for more. A lower price could convince more consumers to actually buy 4K films, but Hollywood is likely worried about it instantly devaluing an important new revenue stream.