As a filmmaker, I'd also like to see Apple drop DRM from purchased movies. The first torrents of my movie originated from iTunes anyway and popped up within an hour of release. Just as they dropped DRM for music, it is more than time for movies.
Just as with music, I believe the power to do this lies in the hands of the studios, just as it did in the hands of the music companies - IIRC, Jobs wanted unencumbered music from the start, building in a DRM system was a concession to get the music companies to go along with Jobs' hairbrained scheme to sell music online (it'll never work, CDs will be around forever, plus only pirates use digital music files).
Then, after it turned out that not only would regular people actually would pay for music in digital formats (if it was convenient), but doing so was immensely popular, the music companies used DRM as a weapon
against Apple - they were worried that Apple was becoming too powerful in music distribution, so they started letting Amazon and others sell music without DRM, but not Apple - leading to a predictable backlash
against Apple by people complaining that Apple's DRM was unfair, pointing to Amazon/etc. saying "see,
they can do it, why doesn't Apple? Apple is unfair!" (Apple eventually got DRM dropped in a deal that included moving from 128kbps to 256kbps, and, in turn, giving the music companies 3 pricing tiers for songs and more control over making some songs - or entire albums - be "album only" purchases.)
There's a popular narrative that Apple "destroyed" the music industry with iTunes - I see a different angle: the music industry was being eaten by online mp3 piracy, with tons of their most lucrative demographic (college-ish aged people) gleefully downloading everything for free rather than buying CDs (I was working for the networking department of a university at the time and we were watching this happen around us), and the music industry's response was to look for ways to make unrippable CDs and run "piracy is bad" marketing campaigns, basically closing their eyes and putting their fingers in their ears and going, "LA LA LA LA!" Their few timid forays into selling digitally were awful (systems that involved deactivating music on one device before allowing you to listen on/download to another device, along with a different system for/from each different music company). Steve Jobs saw a way to re-channel that pent-up demand for digital-format music into a big money-maker (and vehicle to sell iPods), and lobbied the music companies to: a) let him try, and b) do it mostly on his terms, which were aimed at having a
really simple message to sell to consumers: "
every song is available individually,
every song is 99 cents, albums are $9.99, and you can put the music on any supported device (at that point basically iPods, Macs and PCs) and listen on any of them whenever you want without going through silly activation dances". It was more or less Steve as Schwarzenegger in
Terminator 2 reaching out his hand to the music industry's terrified Sarah Conner, and saying, "
come with me if you want to live!" And in accepting his hand, instead of crashing and burning, the industry (continued to) make a lot of money - perhaps not as much as if everyone had given up on this silly digital music fad and instead continued to buy CDs in order to get the one song they wanted (what the industry
really wanted), but the reality was,
that future, which the industry wanted so much, wasn't going to happen either way. Apple didn't kill the previous enormous profit margins of the music industry,
technology did - Apple gave them a path through the destruction.
(Music streaming on the other hand - a game Apple got into quite late - I see as quite harmful to the industry: if it had been kept as radio station analogs, where you pay/subscribe and they play music on a theme, "college radio", "classic rock", whatever, with the selection/order chosen by a DJ, then it would have served as an hours-long advertisement/inducement for
buying music, just as radio has done for 50+ years; when they allowed Spotify/etc to let people play anything they wanted on-demand, it became a
substitute for buying music, an unlimited jukebox of all music for $10/month - bargain price for consumers, terrible deal for music companies and artists, who should never have allowed that to happen - they had the licensing reins and didn't shut it down. Now it's here and now people believe that unlimited access to all recorded music is
only worth $10 a month, when the target demographic might have spent many times that every month to buy songs/albums.)
A bunch of the movie companies buy into the "Apple destroyed the music industry" narrative quite thoroughly, and they dig in their heels, and say, "
we're not going to let
them do
that to
us!" And... that is why controls are tighter on movies than on music, from iTunes, and why movie DRM isn't likely to go away any time soon. Or at least that's my read of the situation.
TV4, just about EVERYTHING else Apple makes had already embraced 4K... just this ONE thing clung to 1080p. In fact, in the very same session that 
