It is not often that Apple pass into one of its limited insistence outcome having to dally catch - up with some other society ’s rolling and dealings . But that ’s the theatrical role Apple notice itself in a solar day before its schedule September 12 “ Showtime ” announcement , thanks in no small part to Amazon.com’sfreshly unveiled picture download shop .
In case you missed last week ’s launching , the online retailing heavyweight now offers digital video recording downloads for anywhere from $ 7.99 to $ 14.99 , depending on the movie . ( TV show are available for the iTunes Music Store - esque price of $ 1.99 . ) If you ’d rather hire instead of buy , Amazon charges $ 3.99 ; you have 30 days to watch the motion-picture show , or 24 60 minutes after you first initiate toy the data file .
Of naturally , I ’m using the word “ you ” theoretically here , since Amazon.com ’s service is not compatible with the Mac or the iPod .
Nevertheless , by denote its movie download service of process last workweek , Amazon got the saltation on Apple , seize the information processing system maker plans to unveil a similar service Tuesday . ( And , at this point , that assumption is so wide held , it would be something of a shock if Appledidn’tpull back the mantle on something picture - related . ) So how does Apple do Amazon one better , instead of looking like it come down with a regretful eccentric of the “ Me Toos ? ”
Well , for starters , Amazon did Apple a favor bysetting the bar so ridiculously lowthat almost any armed service would calculate like a dramatic melioration . Just by offering digital film downloads that are actually compatible withthe most popular portable media instrumentalist in the Western Worldwould make an Apple - backed serve endlessly more worthful to more masses than anything Amazon could press up . Add to that the strong probability that Apple most in all probability has a new - and - improve iPod in the works — we have n’t seen an update to that product production line since the1 GB iPod nanocame out to begin with this year — and Apple should have no trouble strike hard Ama - whosits out of the headlines at all , thank you very much .
And yet , I reckon Apple could do something else Tuesday that would make whatever showtime - related announcement it has in storage infinitely more interesting .
watch movies and TV shows on a 2.5 - in screen is all very well when I ’m on an plane or a commuter gearing or some other situation that puts a premium on portability . But at the end of the day , I want to find out these programs on a machine that boasts a hatful more sieve real estate — and I just happen to have such a equipment in my life room . Now what I need is for some way to get the files I ’m buying off the iTunes Music Store from my iPod and on to my television exercise set — quickly , easily , without experience to jump through any third - party basket . I do n’t love what form such an offering would take — A solidification - top box ? An AirPort Express - like streaming gadget ? Something else entirely — but I do know that , if executed with Apple ’s standard level of care and preciseness , it will make my life that much more enjoyable .
I ’m not saying that Applehasto include such an offering Tuesday to make this mass medium event a rip - roar success . But I ’d sure walk out of the Yerba Buena Center a glad valet de chambre .
