Kwaphela iminyaka eminingana, ukuthengiswa komculo ngefomethi yedijithali kuyeke ukuba ngumthombo obalulekile wemali engenayo ku-Apple, umgqugquzeli walolu hlobo lobuchwepheshe, yize kwathatha isikhathi eside ukubona ukuthi akusekho ukubuyela emuva nokuthi indlela entsha yokudla Umculo usakazwa ngezinsizakalo ezahlukahlukene zomculo ezitholakala emakethe. U-Apple ukhiphe i-Apple Music ngonyaka odlule, ngemuva kokuthenga iBeats Music, ukuze ukunciphisa ukwehla kokopha ekuthengisweni komculo ngefomethi yedijithali inkampani ebibhekene nayo. Manje kubonakala sengathi ufuna ukuya phambili emakethe, enikeza ibhodi lezikhangiso le-movie okwamanje, izinsuku eziyi-15 ngemuva kokuqala kwalo.
Isikhathi esithile manje, akusetshenziswanga umculo kuphela, kusuka ekulandweni kuya ekusakazweni, kepha nendlela yokusebenzisa izingqimba nama-movie nayo iyashintsha, ngenxa yokufika kwezinsizakalo zevidiyo ezisakaza njengeNetflix, HBO, Hulu nezinye. Lezi zinsizakalo ikakhulukazi zisinikeza uchungechunge. Uma sifuna ukujabulela ukukhishwa kwakamuva, lawa masevisi akuyona into esiyifunayo. Ngokwamahlebezi akamuva, i-Apple ihlose ukunikela ngokukhishwa kwakamuva nge-iTunes futhi ngalokhu isivele ixoxisene ne-21st Centro Fox, Warner Bros. kanye ne-Universal Pictures, ikakhulukazi izinkampani zokukhiqiza futhi okubonakala ukuthi lo mbono uwuthakazelisa.
Njengoba kunikezwe lokhu kungenzeka, okugqame kakhulu yinani, okuyi kungaba phakathi kwama-dollar angama-25 kuya kwangama-50, intengo engabiza kancane uma wonke umndeni uya kuma-movie njalo, kucatshangelwa ukuthi amathikithi, okungenani eSpain, asevele ezungeze ama-euro ayi-10. Okuwukuphela kokubi ukuthi ngaphandle kokuthi sinesikrini semidlalo yaseshashalazini sasekhaya noma ithelevishini enkulu, ngeke sikwazi ukujabulela isipiliyoni esinikezwa yi-cinema.