iTunes movies

With Apple’s big push for putting your digital assets up in its new iCloud storage service, one notable thing missing has been movies.  According to the always popular “people with knowledge of the matter,” the computer company is working to rectify that as we speak.

The Los Angeles Times is reporting that Apple executives have been meeting with film studio reps for some time now and may be close enough to securing deals to see a streaming movie aspect of the service launch as soon as the end of this year or early in 2012.  Studios have been working hard for several years on a new feature called Ultraviolet that will allow customers who purchase a DVD or Blu-ray of certain films to then have the right to stream a digital copy of that movie to the device of their choice.  There is one notable exception to the lineup of studios prepping this technology and that is Disney, a studio famous for not only being technologically advanced, but for also having a close relationship with Apple after they purchased Pixar from the late Steve Jobs.  It could be a clue that they know something else is coming, or it may be nothing, but it is an interesting clue all the same.

Adding more fuel to the rumor fire is that while studios are boasting about how Ultraviolet can be streamed to so many devices, Apple gadgets are not yet among them.  It could be possible via an app, and it is sure to be something studios would want to do as the iPad currently dominates the tablet market, but as of yet there has been no word on this happening.

Sales of physical discs have plummeted in recent years, and digital sales have failed to make up the difference with sales expected to come in around $231 million this year, showing next to no growth from 2010.  With Apple controlling 66% of the digital sales volume according to IHS Screen Digest, for any sort of streaming solution to take off, Apple almost has to be involved, and if they say no to Ultraviolet, what real options will the studios have but to make a separate deal with them?

All of this is just talk for now with Apple declining to offer any statement as is its usual policy, but we should learn something over the coming months.

Would you be interested in a streaming video solution offered by Apple?