The Ridiculous and Greedy Limitations of Watching Movies in iTunes

If you want an excellent example of a ridiculous limitation imposed on customers by Apple to force them to spend more money look no further than the Lightning to HDMI adapter. You’d think that you could hook your iPhone / iPad up to a TV and stream your movie rentals from iTunes to your TV via HDMI. But no, you cannot. If you try to a message will pop up on the TV: “This screen is not authorised to play protected content.”

If you want to stream a movie from iTunes on your iOS device to a TV you need to buy an Apple TV. Let’s be clear, this is not a technological limitation; it could be done but Apple don’t want users to be able to do this without paying for more hardware. You can mirror your iPad screen to a TV via HDMI doing any number of things, including watching some TV shows (e.g. BBC shows) from iTunes, but you cannot stream movies and other TV shows.

So Apple have forced their customers into a situation in which they’d need to spend another £100 to buy the Apple TV so they can stream movies and TV shows. There is no need for this approach, it is nothing more than greed. It doesn’t protect against piracy or illegal movie displays to large audiences. If someone just needs HDMI output in order to pirate a movie they can achieve that from the Apple TV. And there is nothing to stop someone hooking their Apple TV up to a projector to show a movie to a large audience.

The fact that Apple sell a Lightning to HDMI adapter at all whilst preventing this usage scenario is ridiculous. Therefore they will lose customers, like me, who would rent movies through iTunes but who will now prefer other platforms because they can stream without an Apple TV. Platforms like Amazon Video. I have a Prime account already and so the added benefit of TV shows and movies on top of the free one day delivery is a bonus.

Amazon provides a better app for viewing TV movies; the stock videos app hasn’t had anything done to it for a long time. The Amazon app allows you to browse TV and movies as well as watch. It has 10 second skip buttons. X-ray is built into it. It’s possible to log into a different Amazon account in it. On desktop all that is needed is a web browser; no need for a proprietary app. Great if you’re visiting friends and want to watch a movie through your account. A Prime account offers a range of periodically updated TV shows and movies for no additional cost. The movies aren’t the latest movies but there is almost always a range of good choices. The TV shows are current series. Lastly Amazon’s prices are better than Apple’s. Taken altogether these make Amazon Video a far more compelling platform.

So if you want a recommendation for where to rent your next movie check out Amazon Video.

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