updated 01:30 pm EDT, Mon August 1, 2011
Movies yet to come
In tandem with implementing the option for Apple TVs, Apple has also enabled redownloading purchased TV shows in iTunes, checks show. The feature is located with the Purchased tab in the iTunes desktop software. Movies cannot be redownloaded as of yet.
Video as a whole, though, has until now been excluded from Apple's iTunes in the Cloud efforts. The company may have just managed to negotiate the rights for multiple video downloads; alternately, it may have been lacking the network infrastructure needed to handle the content. Whereas a full album of music will often measure less than 100MB, individual episodes of a TV show weigh in the hundreds of megabytes or more. Movies can easily exceed 3GB.
In theory the change removes an obstacle towards iTunes TV subscriptions. Networks have resisted the idea however, going so far as to cripple offerings on Netflix and Hulu in order to maintain the dominance of cable and satellite offerings. Some have been willing to agree to 99-cent show rentals on Apple platforms.