Apple's movie rental service will NOT be adopted widely
MacWorld 2008 is over and one of the innovations Apple unveiled is the movie rental service . The basic idea is that now you can rent movies without leaving your couch using you Apple TV remote. You can play the rental movies on your TV, on your computer with iTunes, and on Apple products-iPhone, iPod, etc. The rental cost is $2.99 or $3.99 or $4.99 per movie depending on format and movie. Also, rentals are valid for 24 hours after you hit play for the first time after the download and rental automatically expires in 30 days if you don't press play. Now, let's apply the innovation adoption principles , I wrote about more than a year ago, to explain why the movie rental service will not be adopted widely. It is ironic that I used an Apple innovation-iPod to explain the innovation adoption principles and now I am using the innovation principles to explain why another Apple innovation-digital movie rentals (AMR) will not be adopted. For our discussion, we will consider movies ...