How long will it take for people to realize Apple is never going to put a blu ray drive/writer into imac, they never even thought about it in the first place. Apple has their own iTunes store which sells/rents 1080p movies and TV episodes, which is close to Bluray quality. Also they have an Apple TV lets u stream 1080p contents. There is no point for Apple to embrace bluray at all so stop asking for it. Bluray is a piece of technology that has never really taken off, and never will. Welcome to the Cloud era people.