The entertainment choice?
Jobs did not get everything he wanted. The movies will only be available for rental 30 days after they become available as DVDs on store shelves. Over time, the industry will evolve to where digital rentals and DVD sales will start on the same day, Jobs reckoned.
Also, he would not discuss whether the studios will also let Apple sell their recent movies on iTunes. So far, only Disney allows for sales as well as rentals. "We think this is the way most people are going to want to get their movies," said Jobs. "The lightbulb went off for us on this quite a while ago. Our focus is on movie rentals."
And the new services will not revolutionize how people watch movies. To some degree, the offerings emulate what is available through such means as ordering video on demand from cable or satellite systems, or via the Net using a Microsoft Xbox game console, TiVo set-top, or Netflix's new download feature.
Yet, Apple does not have to dominate the digital living room to benefit from Apple TV. The real win is if more customers--existing and potential--decide that Apple can meet the range of their digital entertainment needs.
Once people make the shift to Apple's universe, they will be tough to win back.
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