Apple wants users to be able to stream films they buy through the cloud to any iOS device. No surprise there, this is exactly what they just unveiled for music and television shows. But it sounds like Hollywood wants something in return: Apple to play nicely with UltraViolet — their shitty name for a new form of DRM.
Put simply: UltraViolet will not work without Apple on board. As the LA Times notes, iTunes accounts for 66% of online movie sales and rentals. But the key isn’t iTunes, it’s the iOS devices. If Hollywood can’t get UltraViolet to work on them, the effort is dead in the water.
In my view, Apple has all the leverage here. But having worked in Hollywood for a few years, I’m also positive that they’re too stupid to realize that. The likelihood they fuck this up is high.