Apple to Release Cloud for Movies

By Emma Koonse, Christian Post Reporter Sunday, October 16, 2011

Reports indicate that Apple has been in talks with Hollywood studios about a cloud application that allows users to stream movies.

The discussion could result in movies streaming to the company’s many products, as well as to PC’s. The deal would allow customers to purchase films on iTunes, and then stream the purchase from their iOS-based device or computer.

The report of Apple’s preparations comes from the Los Angeles Times, who cited that their sources requested to remain anonymous.

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Apple Inc.’s deal is expected to launch in late 2011 or 2012, and the talks occur as Warner Bros movies “Horrible Bosses” and the “Green Lantern” are made available for streaming through Tuesday’s launch of UltraViolet, a multi-studio venture.

The UltraViolet venture includes every major studio except Disney and works with a number of retailers and electronic companies, notably excluding Apple. People who purchase the aforementioned movies, or other upcoming titles such as Universal Pictures’ “Cowboys and Aliens,” will be able to access the digital cloud copy of the movies. UltraViolet purchases without physical discs are expected in 2012.

Services such as Netflix and Redbox have diminished the sales of movies. The UltraViolet venture looks to boost sales through digital downloads.

In June, the Piper Jaffray analyst Gene Munster described Apple’s iCloud, reported CNET.

“Apple’s iCloud service for media storage makes it simpler to own multiple Apple devices and share content among them,” said Munster. “At first, the only media iCloud will store is music and pictures, but we believe Apple may add movies and TV shows purchased or rented in iTunes to the iCloud service, which could be viewed on a TV.”

Apple unveiled its latest operating system, iOS 5, on Wednesday, allowing users to access music, photos, books, and other media sources on their mobile devices from the iCloud, but not movies.

Apple has not responded to inquiries from the LA Times or CNET about the reports.