Apple is reportedly looking to add movie streaming to its just-launched iCloud, according to the LA Times and Wall Street Journal.
With the cloud-computing infrastructure now in place, the move could be a logical next step for Apple, also as Netflix shows signs of losing its grips on the market and preempting Amazon could be of the utmost importance. Hollywood, too, looks to be more and more receptive of the idea of streaming as it tries in vain to supplement years of declining home video revenues. Debuting films simultaneously in theaters and on video-on-demand doesn’t seem the best bet—especially when you’re charging a ridiculous $60 for a Bret Ratner movie. Though offering films on iTunes before it hits DVD, as is the case for the Cameron Diaz vehicle Bad Teacher, appears to be the start of better things to come.