I'm sure my regular readers (all one of you – ha!) will know by now that I am very much an advocate for video on demand and content delivery systems. I have been following (and using) iTunes for a good many years. Similarly I have been using Apple products (iBooks, MacBooks, MacBook Pros, iMacs, Mac Minis, iPods, etc.) for equally as long. I've come to see Apple as a company which tries very hard to provide the consumer with good value for money and fights to give consumers what they want.
With iTunes, we can rip our CD collections and organise our music. We can now purchase DRM free music on demand (when iTunes started it was all DRMed to the hilt, but it brought convenience for the user of buying music on demand despite the inconvenience of locking everything down to a single portable platform and licensing system). We can now rent and buy movies and TV shows. We can even buy TV shows in HD (and I'm sure movies will soon follow). iTunes is a media centre par excellence.
The downside to buying movies from an online store versus buying it on DVD or Blu-Ray is that you don't get the extras like audio commentaries, documentaries, etc. that come along with the physical disc purchase. With the release of iTunes 9, this changes things – consumers can now buy movies such as Wall-E, Iron Man, Quantum of Solace to name a few, with extra features alongside the main film.
But what about consumers who have already bought these movies through iTunes? Do they get to download these extras now that they've installed iTunes 9? The answer is a big fat no.
I've attempted to contact iTunes Store support to find out just what can be done about that, but so far I've had absolutely no straight answers from them. All they've said is that they can't re-authorise the download of any films and that, when I got back to them to say that it doesn't answer my original question, they simply gave me 5 song credits to shut me up and once again avoided answering me directly.
I can only assume that if you have already purchased the movie via iTunes earlier than version 9 and want the extras, you're going to have to pay for the film again. A neat way of making Apple (although to be fair, I doubt they see much of that cash you pay them – most of that goes to the studios) and their clients, the film studios, more money from the same content (you'll be paying for and downloading the film twice).
Given my previous post about how my boss, Kate Craig-Wood, has quantified the carbon emissions from producing CDs versus music downloads, I applaud Apple and the film studios for making video on demand more attractive. But unless they either allow existing purchasers to buy the extras separately, or give them the ability to download them for free now, then I must question how well this system is going to work (one issue is that you can't resell these downloads unlike a physical CD or DVD).