That is irrelevant because the receiving device has to be the same or similar. At that time 2008 iTunes was only available on hand held devices and computers. Apple cannot claim that because it had iTunes movie rentals in 2008 it now holds the rights to movies being shown on electronic devices. That's totally absurd which would result in Apple facing tens of thousands of law suits every year from companies that show movies on electronic devices.
Apple using Apple Cinema Display is irrelevant also because it's area of use is totally different to that of the movie theatre Apple Cinema.
Apple Cinema will probably loose on the grounds of confusion because whilst Apple has been known for decades it's name did not really become a world wide well known name until the iphone was made. Before then if what wanted to hear anything about Apple you had to by magazines such as MacWorld. Now the name Apple is well known everywhere it has created the problem that anything with the Apple name in it people now assume it has something to do with the Apple company because the iphone puts Apples name well and truly on the worlds map.
The “receiving device” in that example would actually be the customer’s eyes, as both involve movie display. And Apple TV came out in early 2007 and was hooked to many a projector. As for your “rights to movies being shown on electronic devices” theory, that would be a patent concept, not a trademark, and no one is arguing that here, as far as I have seen.
Your concept of “totally different” is totally different from mine. The combination of the words Apple and Cinema was unique enough for the Trademark Office to approve Apple Inc’s application of Apple Cinema Display in 1999 AND to deny Apple Cinema’s application 25 years later. If they were in a “totally different” area of use, Apple Inc’s initial use of Apple Cinema Display would have never been made, as the name would have made no sense to anyone and Apple would have had no reason to trademark it, but film editors using FCP were also using Apple monitors, so the name made complete sense. But beyond that, if you think area of use is the only determinant, go try opening a bumper shop and trademarking your business name as Google Chrome Bumpers and let me know how that goes.
And Apple Computers has been well known worldwide for almost 50 years now. The Apple trademarks they purchased from Apple Corps are even older, at almost 60 years old, but, sure, Apple Cinemas never heard of either prior to naming their company after a mall they were never in, but somehow forgetting the Valley part of Apple Valley Mall.
Edit: Also, please realize that being able to buy multiple magazines specifically dedicated to something is a pretty good indicator that that something is well known.