A few new rumored details regarding Apple’s new iCloud service have been reported by CNET, suggesting that Apple is rapidly attempting to secure the rights to include movies and TV shows as part of the service. Securing the TV and movie rights, which CNET reports may be more problematic than some people may expect, have been under discussion for up to a year but Apple has recently made more of an effort to get them finalized, presumably because of the upcoming launch of iCloud at WWDC.
The problems in streaming visual media relate to a so-called “HBO window” whereby HBO is granted exclusive access to content which is then pulled from other services. This would mean that with Apple seeking to make TV and movies part of the iCloud service, the removal of certain media from iCloud may have to take place if and when HBO airs a certain show or film. Some studios do believe that streaming is exempt from the HBO window but it is a legal wrangle that needs a resolution before Apple is able to include the content in iCloud.
Apple currently streams media content from via iTunes and Apple TV but rather than renting the content, users would be able to purchase movies and TV shows and have the right to stream them for an indefinite period of time from the iCloud service. However, the HBO window could put a dampner on that if users are banned from watching a TV series while it is being shown on HBO despite the fact that they may have already purchased the media. Quite a weird situation but it’s likely that Apple can resolve it given their history of negotiation with record companies.
A Window Of Opportunity…