Don McAllister bemoans the pricing of Apple’s new Movies in the Cloud service:
But now [Movie studios] have the opportunity to reinvent or reboot the movie business, handed to them on a virtual plate by Apple. Apple can provide them with the delivery mechanism, the user experience and the back end ecommerce systems. Hand Apple your movie, and get a big fat cheque at the end of each quarter.
Apple can now push bits down a wire to deliver high quality movies, seamlessly into people’s homes, and have them pay for it with a single click. Movies in the Cloud handles the storage and gives people the convenience to access the content they’ve bought, from any device.
So will I be using Movies in the cloud?
No, I won’t.
I can afford to buy 1080p movies from iTunes at the current pricing, but I won’t.
I agree. iTunes hosting all of the movies you want to purchase is a brilliant service (currently US only). Any movie I buy through iTunes no longer needs to be stored on my hard drive; I simply leave it in the cloud and access it whenever I want from whatever device I want to watch it on.
But like Don says, the movies are just too expensive. And this isn’t Apple’s fault. It’s the studios. And it seems that time and time again the movie studies are determined to show themselves to be backward looking and failing to see a great opportunity when it slaps them in the face. Let’s hope they come to their senses, embrace the future (streaming movies and not DVD purchases, and reduce the pricing for digital downloads.
Or they could just keep driving more and more people to download the movies illegally. For free. And not make any money at all.