Apple iTunes is an excellent choice if you're watching on an iPod, iPhone, or computer monitor, but pales when compared to the higher resolutions of the other VOD services better tailored for living room playback. On the other hand, the iTunes system--familiar to so many for its dominance of 70% of the online music market--is a joy to use, and hard to fault. The latest software version, iTunes 9, was launched in October 2009.
iTunes video downloads were introduced in November 2005, and are ideal for the iPod and iPhone. However, their resolution, 640 by 480 pixels leaves something to be desired (downloading at some 1,250 Kbps, half that of Amazon VOD for example, not to mentioned the upconverted unmatched Vudu service quality). Make no mistake, this is sub-DVD quality. Again, they're perfect for watching on Apple's mobile devices, but in other cases there are more advanced choices out there. In late 2008 iTunes started doing some TV series from ABC, NBC, and Showtime in HD (only 720p, not 1080p) at 1$ extra cost, or at standard definition for iPod/iPhone. We look forward to the day when all content is offered like this, but that will likely be years away.
And of course, with this service you need to stay in Apple's "walled garden" of iTunes and such, beyond which it is difficult to stray. This is the biggest criticism to Apple's excellent system, the unique film format--Apple's proprietary m4v format, and Digital Rights Management (DRM) that limit what you do with content you purchased--particularly making it difficult to use on non-Apple platform, limit copies, etc. If you're happy to live within the Apple walled garden, then these limitations won't be a factor.
Apple has struck deals with every major Hollywood studio: 20th Century Fox, Sony, Touchstone, Metro-Goldwyn-Mayer, Mirimax, Universal, Disney, New Line, Warner Bros., Paramount, and Lionsgate studios. They also have excellent TV show stock, including USA, SciFi Channel, ABC, and Disney television shows. In September 2008, after a year of contract disputes, iTunes regained access to NBC programming.
Apple announced in May 2008 they would be getting films for digital release on the same day as DVD release. This is actually a significant shift, as traditionally, Hollywood used a sequential window system, starting with theatrical release, then after a gap, home video/DVD sales, a couple months later Video on Demand and Pay Per View services, and then a couple months later pay cable channels like HBO, before eventually basic cable would get a shot. This segmentation in theory would delay competition between the media. But this telescoping of timeframes is a welcome sign; one of the biggest yet of the coming ascendancy of VOD.
There are a slew of additional features, including parental controls, ability to send iTunes films as gifts to anyone with an email address and iTunes account, organize your videos into playlists just like audio, and such.
Unfortunately, there is no customer support phone line for iTunes, with all contact made online. Unlike most VOD services, there is no adult content on iTunes.
Dissemination: Films can be downloaded to up to five registered PCs and an unlimited number of iPods and iPhones.
Apple TV (160 GB for $322) was made for iTunes video distribution, debuting in March 2007. It looks great, a 1-inch high round-cornered slab 7.7 inches wide--quiet and unobtrusive. It connects via cables you need to supply--either HDMI, component video, or an HDMI to DVI adapter, and it only works on widescreen TVs. Apple TV is also like a big iPod for your TV, but even hough it has an internet connection and hard drive, it can't record TV shows like a TiVo DVR can.
Prices: Standard definition movie rental cost $2.99 for library titles, and $3.99 for new releases, with a dollar more for HD versions. They have industry standard rental terms--watch within 30 days of download, and within 24 hours of starting to view the program.
Film purchases start at $9.99, though most are $19.99--industry standard prices.
Apple is trying to achieve the same domination over videos it has with music, but while iTunes is good, it's not the best for VOD
Video on Demand Basics