Pre-ordering doesn't guarantee price?

A couple of weeks ago I pre-ordered a film on iTunes at the price of £5.99, but today it was released and I opened iTunes to find the message below. If there is any sense at all in pre-ordering a digital file surely it must be that it guarantees you a better price; how can they allow you to pre-order at one price and then switch the price from under you on release day? If that's permissable they might as well put every film and album up as a 99p pre-order and then change it to £13.99 on release day.
By way of comparison, if you place a pre-order on Amazon you are at least guaranteed the price you agreed upon at that time even if the price goes up on the store after that. What kind of agreement are you entering into with Apple when pre-ordering on iTunes if they can change the price they charge you?

No, as you have found, pre-ordering does not guarantee the price. Regarding your other question about the agreement you are entering, I found this in the terms and conditions:
"By pre-ordering products, you are authorizing the Services to automatically charge your account and download the product when it becomes available. You may cancel your pre-order prior to the time the item becomes available."
http://www.apple.com/legal/itunes/us/terms.html#GIFTS

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