Apple to piggyback on DVDs to distribute digital content?

Starting next week, a DVD you buy off the shelf could end up coming with a free or markedly discounted digital copy from the iTunes Media Store. The Unofficial Apple Weblog got the scoop from a reader who got an early delivery of the upcoming Family Guy DVD, which comes bundled with a digital download that can be transferred to your iTunes library. When a copy of the digital file to iTunes was attempted, the user got an error message noting that the process requires version 7.6 of iTunes, which is currently at 7.5.

Like movies purchased on the iTunes Media Store, digital copies found on optical media appear to be tied down via DRM. In this case, it's the use of a serial number that gets plugged in and authorized by iTunes. The DVD in question comes from Fox, which has had a similar process in place for other DVDs, although in the past it's used the now-defunct PlaysForSure DRM, which was created by Microsoft.

Besides movie files, piggybacking other content on DVDs could be Apple's next move towards establishing the longevity of iTunes. Studios could still retain their online distribution on iTunes, while offering the consumer a chance at extra pieces of content in the future or a quick link to the movie's soundtrack on iTunes. This is also the first hint of what Apple might be unveiling at next week's Macworld Expo. While the big draw of the show may be the expected hardware upgrades, long-rumored movie rental service, and a demonstration of the official iPhone SDK, this might have just blown the surprise of the "one more thing" we're all curious about.

[JohnnyL]

If I have the DVD why do I need itunes? I can just rip the DVD to my harddrive at full resolution or convert it to any number of formats or resolutions. No DRM. No limitations. Seems like another waste of time to try and keep iTunes viable as we head into a non-DRM world.

[photog_7]

Well, if you don't mind risking jail, that's technically true. This, however, gives you a way to *legally* put the movie on an iPod, without upsetting the movie company and without risk of a lawsuit or prosecution. That's huge! It's definitely a step in the right direction, but,
1. It should be free of any additional charges, since you already paid for the DVD.
2. It should work also with Microsoft DRM for Zune, Archos, and Creative, etc. owners.
The movie companies should subsidize any costs or profit for the iTunes store or Zune store with regard to licensing the copy on the DVD via the Internet, since Apple and Zune won't need to provide a download.