Apple announced today that they were going to make first run movies available the same day as the DVD releases hit store shelves. Coming in at a price of $14.99, speculation is that this will hit Walmart, Netflix, BlockBuster and other retailers hard. Obviously Apple is trying to boost its Apple TV platform, and I am sure it will, although there is some distance to travel there.
In my view this is just another step in a long term strategy to own it all on Apple's part. Of course when they can eventually break out of some of the current DRM restrictions and make these kinds of purchases and rentals more portable (I can carry my DVD to my next door neighbor's house) they'll see some real success.
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