Apple announced the iCloud storage option today, as expected, and it’s a boon for customers of the iTunes Music Store. As for customers of the iTunes Movies or TV Store, the use of iCloud is still unclear. iCloud will help you save your music, as well as other data. But when it comes to the movies or shows you buy off of iTunes, there is no announcement thus far. GigaOM takes a look at what this might mean:
A cloud solution for Hollywood fare could have been a great extension to Apple’s existing iTunes video offering, which largely centers around rentals and sales of movies and TV show downloads. Apple does offer streaming of select TV show episodes for $0.99 on Apple TV, but it hasn’t made this price point and functionality available to users of the iTunes desktop client, or to other iOS devices like the iPad or iPhone.
That’s a problem, especially in the mobile space where storage is oftentimes limited. Google announced at its developer conference in May that it is going to stream to Android devices through its new Android Movie service, and Amazon has been offering streaming to a variety of platforms. However, both companies don’t extend these services to videos that customers already have on their hard drives either. Google’s recently launched cloud music service doesn’t have any movie streaming functionality, and Amazon’s Cloud Drive only offers basic support for video streaming that requires users to upload each and every video file individually.