Yes, for the first time, Apple has caved in to studios. The content on Apple's iTunes Movie Store will now no longer be priced at $9.95, but at $15. Apple is probably doing this because most major studios have said they will not sign a contract with Apple because they do not have high enough pricing and they do not have enough DRM protection. It is even reported that some movie studios want a feature that would charge for every single time the movie was paused. So far, only Disney and Paramount have agreed to sell movies.

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