In the future Apple could stream movies while they’re still in theaters

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Theatre_Goer_Enjoys_a_Show
Where's everyone else? Probably at home watching on iTunes.
Photo: Williemuse/Wikipedia

iTunes has had new movies available for purchase day-and-date with the DVD release since May 2008.

Jump forward a decade, and a report claims that Apple will be the first choice for studios and exhibitors when they eventually agree to video-on-demand while movies are still showing in theaters.

Today in Apple history: iTunes ditches movie trailer downloads

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TRAILERS
This was no longer possible after May 24, 2013.
Photo: Apple

May24May 24, 2013: Apple begins phasing out the option for users to download movie trailers from its once enormously popular trailers.apple.com website.

The move signifies a major change that is taking place in the way customers consume content, with the decline of digital downloads and the continued rise of streaming services like YouTube and Netflix.

HBO plans to pull its shows off Amazon Prime next year

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You'll have to subscribe to HBO Now to see Game of Thrones.
You'll have to subscribe to HBO Now to see Game of Thrones.
Photo: HBO

The battle for video streaming supremacy is already turning allies into rivals.

After making some of its best shows available on Amazon Prime since 2014, HBO revealed today that it does not plan to renew its licensing pact with Amazon once it expires next year.

Apple makes iWork and iLife apps free for all

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You no longer need to buy a new Mac to get GarageBand for free.
You no longer need to buy a new Mac to get GarageBand for free.
Photo: Apple

Today in Apple history: Apple pays $15 million to promote Mission: Impossible

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Sadly, Apple's Mission: Impossible deal doesn't quite work out as planned.
Sadly it doesn't quite work out as planned.
Photo: Paramount

April 18: Today in Apple History April 18, 1996: Apple unveils a massive $15 million promotional tie-in for the Mission: Impossible movie starring Tom Cruise.

Designed to promote the PowerBook, which Cruise uses in the spy flick, the marketing campaign comes at a particularly bad time. With Apple attempting to climb back into the black after reporting its largest quarterly loss ever, the company is in the middle of trying to perform its very own impossible mission. And that’s just the start of the problems.

tvOS 11 may finally add support for multiple users

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Apple TV might get exclusive TV shows.
tvOS 11 will be unveiled at WWDC 2017.
Photo: Apple

The Apple TV may be set to get support for multiple users, based on a new rumor that claims to know details of upcoming tvOS 11 update.

Apple is expected to unveil its new tvOS 11 software during its 2017 Worldwide Developers Conference in June. According to the report, Apple TV users will be getting a lot of cool features to worth getting excited about.

Get Apple’s new video app Clips and go crazy

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clips
Spice up your videos with Clips.
Photo: Apple

Apple’s new app Clips finally arrived on the App Store today, bringing iPhone and iPad owners an all-new way to make fun and silly videos that are perfect for social networks.

Clips lets users combine video clips, photos and music into short videos that can be up to an hour long. You can also add flair to your videos by adding filters, emoji, stickers, captions and more. But according to some early reviews, navigating the simple app can be a bit complex.

(Update: We’ve got a tip sheet for making the most of Apple’s new video app: How to make your videos more amazing with Clips.)

Apple hires YouTube vet to shape video strategy

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Apple needs some help with its TV shows.
Apple needs some help with its TV shows.
Photo: Apple

In another sign that Apple is gearing up to make a big push into video, the company has hired former YouTube executive Shiva Rajaraman.

The hire comes as Apple is beginning to launch its own efforts to create original video content for Apple Music subscribers, but the addition of Rajaraman could mean Apple is looking to explore other avenues for its video content too.