10:06am - "The real back story, when Steve came to us, it was a no-brainer. It was the most exciting, coolest thing we've ever heard. VoD isn't a new thing. But there was music, and then the iPod. There was a phone, then the iPhone. Apple does things in an intuitive, insightful way... this will be a transformative version of the rental model. We're incredibly excited about it."
"There's another idea we've been talking to Steve about. There are other formats -- DVD. And there are next gen formats, like Blu-ray." Laughter and applause. "People still want to buy hard media, but we don't want to deny them the benefit of watching the same movie. So we developed a digital copy that will be on discs going forward."
10:04am - He's talking about he's getting excited just hearing Steve talk about this stuff, but he already knows. Well, you know, Macworld's an exciting event. Jim: "Make great movies, give it to people in as many was as you possibly can. When you talk to people about what they want, it's the same thing: variety of choice, easy access, convenience, control over how they watch it, and portability." Sure, so why the DRM.
"Basic enough that even a studio guy can understand it. So we go to our in-house tech dept and I think we have a slide with the result -- woohoo!" Homer's on screen in a faux-iPod ad.
10:02am - "We are shipping the free software upgrade to existing owners and the new $229 ATV in just two weeks." Mild applause.
"Let's come back to iTunes rentals, you can watch them on your computer, watch them on all current gen iPods, your iPhone, and you can watch them on your widescreen TV. Order them for your computer, iPods, iPhone -- right off
اللي عنده Cعcurrent Gen ipod يقدر يأجر افلام عليه