Apple is in talks with Hollywood studios to add movie streaming to its iCloud service. Citing people with knowledge of the matter, the Los Angeles Times reports that Apple representatives have been meeting with studios to finalize deals that would allow customers to stream movies purchased on the iTunes Store to any Apple device. As noted in the report, the moves comes at a time when a majority of the major studios—all but Disney—are preparing to rollout a similar initiative called Ultraviolet, in which consumers purchasing select DVD or Blu-ray titles will also have access to digital copies that can be streamed to Internet-connected TVs, smartphones, and tablets; Apple is not one of the companies currently participating in the initiative. Regardless, the report suggests that the studios may be amenable to adding Apple on, as it accounts for 66 percent of online movie sales and rentals, and thus building a cloud-based movie business without its support could prove difficult.
While the report suggests that Apple’s devices could be made Ultraviolet compatible via Apps, it appears that a more sensible approach—especially given iTunes’ current handling of digital copies included with physical releases—would be to allow iTunes to store the copy of the film and handle streaming in the same way it will for traditional iTunes purchases.