May 1, 2008A: The iTunes Store is taking a big step forward in winning over audiences by giving its users access to new movies the same day they’re released on DVD.
“We’re excited to provide iTunes Store customers with new movies available for purchase the same day they’re released on DVD. We think moviegoers will love the opportunity to buy their favorite movies from major and independent studios,” Eddie Cue, Apple’s vice president of iTunes, said in a press release.
This step solved the urgent problem of the early appearance of films not only on physical media, but also through iTunes, where any new film could be purchased for $14.99. Initially, only US residents could use this service, and then it became available in other countries.
iTunes Store: Embodiment of Apple’s Ambitious Strategies
By that time, the iTunes Store had only been in existence for five years, starting in April 2003. With the launch of iTunes 6.0 in 2005, users were able to download music videos, select TV shows, and Pixar short films for $1.99. And as of May 1st, new features have arrived that put iTunes on par with DVD in offering the latest blockbusters.
At the time, YouTube was still in its infancy, Netflix was predominantly a DVD distribution business and far from streaming, so Apple’s move into the iTunes Store was a landmark strategy to legitimize digital distribution and the fusion of technology and culture.
In the early 2000s, these were Apple’s first attempts to break into the film industry. Today, with the release of Apple TV+, Apple has set itself even more ambitious goals for releasing its own original content. While it is still far from Netflix, it is definitely an interesting direction for Cupertino.
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