Apple blames studios for rental-movie shortfall

“Apple Inc. has fallen substantially short of its target of having 1,000 movies available for rent on its Apple TV set-top box by the end of February, and is blaming studios for the discrepancy,” The Associated Press reports.

MacDailyNews Note: Beyond Apple TV, Apple also promised and failed to deliver “over 1,000 titles by the end of February” for iTunes Movie Rentals meant for viewing on Macs, PCs, all current generation iPods and/or iPhone.

“Apple Chief Executive Steve Jobs told shareholders at the annual meeting Tuesday that he’s ‘not happy’ with the shortfall, according to the San Jose Mercury News,” AP reports. “Jobs said it’s taking movie studios more time than expected to get approval from various rights holders, the paper reported.”

Apple spokesman Tom Neumayr on Wednesday said the company hopes to have 1,000 movies available ‘soon,” AP reports.

“Apple was closer to meeting another of its stated goals: 100 high-definition movies available on Apple TV. On Wednesday, 98 were offered,” AP reports.

Full article here.

It doesn’t matter whose fault it is — Apple promised it in their press release, not the Hollywood studios. Don’t promise unless you know you can deliver, Mr. Jobs. Hasn’t Apple TV (a great device, by the way) been unnecessarily and unfairly hamstrung enough?

Here’s a shocking suggestion, Apple: Get the content secured and get some Apple TV ads on television that demonstrate how easy it is to rent popular movies. You should have had a movie-themed Apple TV ad running multiple times during The Academy Awards, but you blew that golden opportunity for this year.

Our Apple TV units wow everyone who sees them in action. As in, they all say, “Wow, I had no idea Apple offered this! I want one!” So, how about showing Apple TV to the rest of the world, Apple?


  1. @ Think – Your going to confuse Apple with Microsoft, the creator of mediocre and destroyer of many pieces of software over the last 15 years?

    Yes I am. They may not be the same now, but if Apple keeps promising stuff, and then not keep them, things will get worse. :p

  2. Told ya. Oh yeah didn’t that Thurott call Apple liars, yet he goes whatever with MS and their “Vista Capable BS”. Maybe he needs to correct that article he wrote calling Apple Liars.

  3. mdn may be conservative, or give the impression of its conservativism, but its also a business. businesses need money, presidential campaigns spend money like its going out of style. can’t fault them for wanting to make a $. it’s the american way.

  4. Movies are like software: 90% of the titles suck.

    I’d rather see 100 hit titles than 1000 no-name ones.

    Give things time, the studios will eventually come around. They need revenue a lot more than Apple needs them.

  5. Yep, I think Steve got bit by this one. In the past they have had the integration mostly internal to Apple so as to make the dates advertised. Now with the products needing integration with many outside sources, the task is more difficult than before. Lesson learned, but that only makes you better in the long run.

  6. presidential campaigns spend money like its going out of style. can’t fault them for wanting to make a $. it’s the american way.

    Very true.

    I for one would be happy to sell Obama all the web space he’d ever want.

    Note the word SELL. And damned if it’s gonna be cheap. ” width=”19″ height=”19″ alt=”smile” style=”border:0;” />

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