Here's a not-so-good news for Apple iTunes movie buffs: Apple has decided to raise the average prices of movies for sale at the iTunes store to US$ 15 as a concession to movie studios. In exchange, the studios, have opted to churn out their latest movie releases for the iTunes store.

Apple apparently decided to push through with the price increase in order to gain extra support for its iTunes service. Movie studios such as 20th Century Fox have reportedly been reluctant to have their movies sold on the iTunes store.

Ironically, it was suggested that the movie studios who'd put such pressure on Apple had also been under pressure themselves, this time from retailers of physical copies of movies. While never explicitly stated, these retailers have allegedly threatened to withdraw support from the movie studios if video store competitors such as iTunes manage to reap most of the profits.