
It was in the third hour of a bewildering odyssey into the iTunes rental wilderness (I and my crew were fiercely at arms with a six-foot DVI cable) when a quote I had read in the paper earlier that day came back to me with sudden, crystalline truthiness. It was in a brief New York Times piece recounting a staged talk between ex–media mogul Michael Eisner and polymath Mark Cuban at last week’s SXSW Interactive conference.
Briefly, Eisner stated that within five years Internet-streamed video content would be as big a player as the current product from network and cable TV. Cuban politely scoffed and more or less called bull–pucky, saying that the current infrastructure and the insane technical complexity and sky-high bandwidth required to do so meant it would be several more years before that milestone were reached. At the time, I thought it a rather short-sighted sentiment, especially for someone so tech-savvy as Cuban. I mean, everyone’s doing Web video now—the future is already here! There are dozens of video services out there, and big guns like Netflix and iTunes by all accounts have nailed it…right?
And then I returned to the computer for a few more hours of bloody battle.
Here’s how I was brought low by my own hand: I’d been curious to give the recently announced iTunes Store movie rental service a spin. It seemed like a nice alternative to paying $15 or more for a download of a movie I’d likely only watch once, and what the heck, it’s a Sunday night.
Now, I don’t own an Apple TV, and my desktop Mac is far from my living room TV, where I’d want to watch a movie with my wife. So, I broke out my old G4 Titanium laptop so that I could download a movie to it and then plug it into my TV and home stereo for a more cinema-style feel. My G4 warhorse is dated for sure, but it still runs fine, has 1.5 gigs of RAM, a reasonable graphics card and I had used it to edit a feature length film using Final Cut Pro, so it should be fine with any video issues. I figured all I’d need to do was update my iTunes and Quicktime software.
After a quick perusal of the 1,000 available titles, I settled on The Bourne Ultimatum because it’s awesome and after having seen it 6 months ago my stomach had finally settled from all the herky-jerky camera movement and fast edits and I was ready for nauseation again. I hit “rent,” put in my password and boom, it started downloading—only 1.3 gigs to go! To avoid any bottlenecking while watching, I let it go for 15 minutes while I connected up the S-video-to-composite adapter cable to my TV and audio to my receiver.
Smug with satisfaction at showing my wife how great this new tech was, I hit play, sat back on the couch, and my wife and I proceeded to watch with growing, wincing puzzlement what can best be described as a flipbook version of Jason Bourne kicking Russian ass. His fluid mixed-martial arts were reduced to a strobelight Vogueing dance. Between the choppy video and the fast-paced action and editing, it was simply unwatchable.
Yeah, that’s not right. Just a sec, hon!
I looked for settings to fiddle with—anything—but because the movie is housed in iTunes, there aren’t any. I checked my connections, made sure my laptop was plugged into the wall and running on full processor performance. Still nothing-doing. Somehow, iTunes is such an unbelievably greedy processor hog that my G4’s 800mhz processor just can’t handle playback . Which is insanity—talk about bloatware. But, like Bourne, I wasn’t going to be slowed by a hiccup like this. On to Plan B.
Feeling a little MacGuyver-like, I decided I would pop the movie on my year-old video iPod then plug that into my TV. Since it was synced with my desktop Mac I reassigned it to my laptop, set it up for movie syncing and nodded to the wife,“Five minutes babe—just gotta transfer the file. No worries.”
Only nothing happened. Checked my cables, checked my settings. Wiped the beads of sweat from my brow and forced a smile to my patient wife on the couch. Went online to Apple’s support message boards: Clickety-clack, come on guys, what’s going on here… and a little helpful info later, found out movie rentals only work with iPods from 2008. Yes, my-less-than-a-year-old iPod is too old and stupid to run movie rentals, it seems. Dandy.
Okay, onto Plan C: transfer the rental to my other computer and watch it on my big LCD screen.
I dig around for an Ethernet cable and a firewire cable, and decide to head online to see which route was best. A good 20 minutes of reading discussion boards revealed that this actually isn’t an option. While you can transfer purchased movies, you can’t transfer rentals between two computers. Though you can transfer one to an iPod or iPhone. Okay, tough-guy, so it’s Plan D then: my iPhone. I’d have to blank it and sync it with my laptop, but that’s okay, I’ll just resync with my desktop later.
Now, I have no other tricks up my sleeve, short of cloning my drive to a partition on my desktop’s hard drive, which would take a couple hours and I’m pretty sure would leave me single. This is my Alamo. I plug my trusty iPhone in to my laptop… aaaaand… my laptop isn’t running the newest OS and so can’t handle an iPhone. Oh, it is a crushing thing for a man to be humbled by his toys. All the more so when his wife is snickering.
By now the movie has already downloaded, so I try restarting iTunes. It kind of works, so I drag my 21-inch LCD (Plan E, if you’re counting) into the living room, hook it up to my laptop via DVI and watch as the already slow video degrades to a slideshow. There’s Bourne standing. Now he’s across the room. Who is that guy? Never mind he’s on the floor. Aaaand Scene! Unbelievable. So the wife and I proceed to huddle around my laptop, stopping every 15 minutes or so to quit out of iTunes and restart it to make the movie vaguely watchable. We could only take it for so long, so we quit in frustration and called it a night. So much for video-on-demand, iTunes-style.
For the record, the next day I rented another movie on my desktop system, and minus the odd stutter it worked flawlessly. However it required sitting in my deskchair to watch a movie, which isn’t what consumers are going for. It turns out also that even if I did have an Apple TV, I couldn’t transfer a rented movie to my iPod or iPhone or laptop or desktop. And once you start watching, you have just 24 hours to watch, anyway. How is this better than my cable company’s VOD service? What demand gap is this satisfying?
So, I respectfully apologize to Mr. Cuban, and submit that he is right. Video over IP will indeed one day compete with our cable TV. But despite what you’ve heard, it isn’t happening today.

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Comments
why does everyone bow to Apple these days? This is the kind of crap they always pull: a one-year old device that doesn't do this, can't do that, buy a new one don't change the battery blah blah blah...Unless you plan on watching movies on your laptop or desktop for now, don't even bother. Although I do have Netflix, and their movies stream very nicely, never have had a single glitch.
0 out of 2 people found this comment helpfuli'm not an apple user, but i did try recently working on a clients apple laptop to try and burn a few video clips from his camera (captured with iMovie) onto a cd (because there we're only a few videos)
first off, i found out that apple laptops don't like showing you the .mov/.avi/.mpg/.whatever unless you open iMovie or iDVD.. so we can't even see what file format the video is..
i guess (according to my client) .mp3s don't exist outside of iTunes either...
apples also can't burn 'data cds'... so we ended up wasting a whole 4.7gb DVD on about 250mb of video...
so buyers of the new macbook air: 'congratulations' you've just paid too much for the newest, prettiest peice of incapable hardware... ^_^
2 out of 6 people found this comment helpfulHey,
Love the site. Grouse, thanks for the article. Sorry to hear about the trouble you had watching a downloaded film. A suggestion, just in case you haven't tried it already -- try running the Disk Utility to fix permissions. We live overseas and have been feeding our US TV fix via the iTunes store for some time now.
We also use iTunes to manage ripped versions of all our kids' DVDs (the originals go into sleeves to prevent scratching). Playback has mostly been flawless. Recently, though, I hooked up our travel drive to my semi-retired Powerbook G4 while Stateside and got the same choppy playback problem.
Fixing disk permissions fixed it immediately. Just one of the few quirks of a unix-based operating system.
As for the second post about Apple's not showing file types or burning data discs, I'm afraid that's an assessment that might have been better made after spending a little more time with the machine.
I'm looking at a ".mov" movie file sitting on my desktop right now, next to this browser window. Along with two ".zip" files and a folder full of ".mp3s."
OS X allows you to choose to show or hide file extensions as you wish, either for each file individually or for the whole system. Here's a fine explanation of how to do it....
*http://www.fileinfo.net/help/mac-show-extensions.html
Though, like most things on the Mac, it's pretty easy. Just go under the Finder preferences and in the 'Advanced Menu' click or unclick "Show all file extensions."
The note about Macs not burning data discs baffles me. Of course they burn data discs, and have done so for years. I have a folder full of data-only DVDs in my closet right now -- backups of years of documents and programs, movie files included.
Again, here's a pretty simple tutorial (four one line steps)...
http://docs.info.apple.com/article.html?artnum=42663
But it's awfully easy. From iMovie, you also have the choice to burn your movie as a "project archive" (saves all the files an effects, but not as a single layer movie playable in a video player)... or to burn it as a video to play in a DVD machine, which it sounds like you did.
I don't want to come across as a rabid fanboy, though admittedly I'm a longtime fan of Apple products. And really, I do appreciate the article.
But just so you know... most times you have any issue with an Apple, you can just type it as a question or short sentence in Google with "OS X" afterward and you'll come up with a quick solution.
Best of luck. Hope you change your mind!
3 out of 3 people found this comment helpfulLast weekend, I bought my very first Apple product. It was a 160GB Apple TV. I plugged it in, and it worked.
I can rent or buy a movie or tv show from my couch. It's easy. I rented Hidalgo, it played perfectly. I can pause it, rewind it, fast forward it.
After we watched the movie, my wife got ahold of the remote. I kept hearing her exclaim, "This is great!".
She was watching various podcasts for free. National Geographic has one entitled "Otter Babies."
Apple TV and Itunes have merged the TV to the internet. It's simple, its not expensive, it easy, and its fun. There is no going back.
3 out of 3 people found this comment helpfulThe advantage of Apple TV rentals, is that you don't have to fit anybodies schedule. You decide when to rent, you decide when to watch (you have 30 days to start watching, 24 hours once you first watch it.). You can pause, rewind, fast forward. It's just like going to the video store except you never have to leave your couch and you never have to return a video. No late fees are possible.
1 out of 1 people found this comment helpfulJon, the fact that you couldn't get a specific movie to work after going "full geek" on your older gear is pretty irrelevant. Think about it: you spent hours trying to get an older G4 laptop to drive your TV with all kinds of geeky tweaks. Wouldn't you have been better off just picking up an Apple TV box (at $229 they are cheap) and *plugging it in* to your TV? What is your time worth?
More to the point, saying that Internet TV is *years* away because you had trouble with your old laptop just doesn't make sense. I buy or rent Movies on iTunes fairly often and it really couldn't be easier. Sorry, Jon, you're wrong: Internet TV is today.
1 out of 1 people found this comment helpful"first off, i found out that apple laptops don't like showing you the .mov/.avi/.mpg/.whatever unless you open iMovie or iDVD"
False. Look at the icon or use "Get Info" (that's the Mac's "Properties").
"i guess (according to my client) .mp3s don't exist outside of iTunes either..."
Also false.
"apples also can't burn 'data cds'..."
Entirely false.
"so buyers of the new macbook air: 'congratulations' you've just paid too much for the newest, prettiest peice of incapable hardware..."
You say you're "not an apple user." Hardly necessary to point that out...
2 out of 2 people found this comment helpfulNot sure what you are trying to achieve with a 800 MHz PPC, but you do realise you are trying to play 480p AVC here. You are trying to cut the Canadian wheat fields with a hand scythe.
I bought an apple tv for my niece this Christmas, her father is really anti-apple and refused to help her set it up with her PC, needless to say 15 minutes and she had itunes and the apple tv working just fine. I wondered if you wanted my 6 year olds email address so she can help you out (come to think of it she was only 5 at Christmas).
Disoneflipguy.... Not sure where you are coming from you can burn data CD's from a mac and you can also view a movie without actually opening any applications (let alone only imovie/DVD), try that on your PC.
2 out of 2 people found this comment helpfulQuote: "It was in the third hour of a bewildering odyssey into the iTunes rental wilderness..."
Umm, you used a six-year-old Mac- who'd have guessed that might be trouble? A lot of this can be traced to DRM, but the good news is that with modern hardware, you can take your movies with you. Try that with Unbox, Hulu, or Netflix.
I'm using iTunes movies with my Mac & iPhone, and really loving it. The only problem is that the movie selection isn't great at this point.
1 out of 1 people found this comment helpfulHouston, while you're ad for apple is entertaining, I'm curious as to how that is all different from digital cable. Of course for all I know you could be plat for apple or somethinng, but I am curious as to how what you did with your apple tv and Hidalgo is so vastly superior to what I did with my samsung and digital cable and Shoot Em Up.
0 out of 1 people found this comment helpful