This Christmas I got three blurays, two of which included UV copies (inc Breaking Bad Season 1). My sister got one which also had a UV copy. No sign of any iTunes copies. As a UK user UV appears to be a bag of balls so I tried blagging iTunes codes from Flixster but had no luck. Im tied to flixster so no HD versions, no extras, and I have to download extra apps for my Mac and very overcrowded iPhone. Plus I cant stream to my TV as there is no support through my PS3 un the UK. Great. However I really think Apple has dropped the ball on this one, and has already lost the war without putting up much of a fight. UV only launched two years ago in the UK and is now dominating the market. Although I would much rather have the films in iTunes Im not prepared to pay again. Plus as I understand it they are also introducing a legal disc to digital service (already launched in the states). I can't see apple introducing this as none of their own computers have optical drives anymore. So what future for the film and tv sections of the iTunes store? I cant see them being a commercial success if people are getting UV copies. And what future for the ATV and any future full size TV. I can't see Apple supporting UV anytime soon but I doubt theyre ever going to be successful without supporting it.