Way to go Apple!! This is really great..if we can get a lot more content, this is gonna revolutionize the movie world for sure...and for the better!! Steve Jobs is DA MAN!

I REALLY wish you and every other apple news site would stop counting every g'd d*mn item that apple sells. Stop counting already. Who REALLY gives a sh*t about how many items they sell, except for apple and its investors?

I don't understand how you can't see the relevance/importance in this. Movie studios and TV networks are skittish about distributing their product via the internet and paranoid about piracy. Any demonstration or proof that this method of distributing content works, is a good thing for Apple and for their customers. That's why they release the figures -- to prove that people want services like this.

First of all, the sites aren't counting, they're reporting Apple press releases - Apple's doing the counting. Secondly, it's an important fact to report that Apple sold $2 MILLION worth of downloadable video in **less than a month** to a vast minority of the computer using public. This could have huge implications for the future of legitimate downloadable video, just as every iTMS milestone was bigger and bigger news for the future of legitimate downloadable music.

I agree with Warrenpeace. I absolutely believe that stealing movies and music is wrong, and when I press people who are proud of their piracy, they smile sheepishly and disappear quietly, or change the subject. However, I understand their reasoning. I want to buy a movie/song and play it on computer, TV and portable device. The one million "benchmark" is significant since it shows interest.

Now, we need to see Disney full length movies, and Pixar's wonderful films. The incredibles would be cool on the iPod. Doesn't someone at Apple work at Pixar. I heard something to that effect :)

He'll use this as more fodder for the Apple Death Watch.

Seriously, this IS important - as important as the phone companies finding out that people are switching recently to cells and now to VOIP. You can't execute a business plan if you don't know your customers just marched across the street.

Looking at the dilution that happens when content delivery switches channels - Michael J. Fox was on Actor's Studio this week - here's the comparison to pre-cable -explosion for a TV show - Family Ties (1982-1989) in its day grabbed a 33 - a third of all viewers - and Seinfeld (1990-1998, often touted as the most popular show ever) in its day got a 25 - a quarter of viewers. From 1989-1995 the "new network" channels were beginning to offer traditional shows via cable. More choice means something to those on either side of a change like this.

it's crazy to pay $2 for a low quality 3 minute long music video.

A TV episode I can see, but videos are not worth that.

i think the key word here is "convenience". sure alot of the music videos are available on dvd but some people would rather just log in and download from the comfort of home. i just bought the Eurythmics new video called "i've got a life" and while i don't plan on making a habit of buying videos from ITMS i'm pleased with my purchase.

At first I was like 'what the heck is he talking about.' A little research showed the get back together in 1999? I had no idea the Eurythmics still existed.

When you're paying a buck for a song, 2 bucks for a 3 minute music video is a very acceptable price. Not including the convenience that was mentioned, you have to take in account that this is a new industry as far as the majority of the public is concerned. A 30 min TV spot or perhaps an iTMS only cartoon or show is going to cost more. People will easily pay the current prices and eventually will pay more for something like that. This is a fantastic milestone for not only Apple but for the consumers. Warner and Sony BMG want to charge you so much more for so much less.