After Apple started with music and in the last fall they introduced TV shows, the movies are just the next step.
In 2001, Apple introduced the iPod digital music player and iTunes software followed by the iTunes Music Store. Since that time, Apple sold more than 1 billion of songs (each for $0.99). Last fall, in October to be precisely, Apple added TV shows and music videos for download. 15 millions were sold (at $1.99 each).
Now, the man who founded Apple in a garage with a friend and owned Pixar (later sold to Disney for $7.4 billion) wants more media for Apple.
Steve Jobs wants to introduce movies for iPod users. It is known that Steve is a swift negotiator and it’s almost sure that he will succeed. When they wanted to offer music, Steve went to music execs and told them “iTunes is going to be 99¢ per song. We’d really love for you to be part of it. Take it or leave it”. We know the result.
Now, all movie execs want to enter the deal but the price is a hard thing to decide. They consider that $9.99, the price that Steve Jobs proposed is a little low and they want more. They also proposed the Apple CEO to sell the movies at different prices (old movies at low prices while the new ones will be expensive). But until now, iTunes sold content at fixed prices and it’s very unlikely for Apple to agree with this solution.
But everything is possible.