Apple's high-definition movie rentals could be just that: the final nail in the coffin in a format war few care about and nobody wants. Now that most major studios are on its side, Blu-ray may have "won" the last several rounds, but players are still expensive (the cheapest stand-alone one announced so far is still $350), and discs are both pricey and limited (if you aren't into the latest big-budget new releases, good luck.) At $229, the Apple TV is reasonably priced, and it pulls in new and old releases from every major studio. And because it's a lot easier (and a lot less risky) to throw a film on a server than to mass-market it in a brick-and-mortar store, we can expect the available library to dwarf anything available on Blu-ray.
And did we mention that Apple TV does a whole lot more than just let you rent movies? Because it does, from surfing the Web to streaming music and movies from your purchased-for-keeps iTunes library.
So Blu-ray, you may win the war over HD DVD, but gloating time is over. Just like the iPod essentially knocked Sony's Walkman line out of the mobile music business, the updated Apple TV could be Blu-ray's worst nightmare.
And did we mention that Apple TV does a whole lot more than just let you rent movies? Because it does, from surfing the Web to streaming music and movies from your purchased-for-keeps iTunes library.
So Blu-ray, you may win the war over HD DVD, but gloating time is over. Just like the iPod essentially knocked Sony's Walkman line out of the mobile music business, the updated Apple TV could be Blu-ray's worst nightmare.

Jerry Jones
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