Might 24, 2013: Apple begins phasing out the choice to obtain film trailers from its as soon as enormously common iTunes Film Trailers web site.
The transfer indicators a significant change in the best way individuals devour digital content material because the web evolves. Downloads will proceed to say no, as streaming providers like YouTube and Netflix decide up steam.
iTunes Film Trailers: Made for the web
Apple launched its iTunes Film Trailers web site (archived model right here: trailers.apple.com) within the late Nineteen Nineties alongside its QuickTime 5 software program. Within the days earlier than streaming video providers like YouTube, Apple’s website rapidly grew to become the go-to place for followers wanting to look at film trailers at a better decision than was obtainable wherever else.
Coming quickly after the launch of the internet-ready authentic iMac (the place the “i” stood for “web”), the iTunes trailers website exemplified Apple’s embrace of the net in a means it largely didn’t do beforehand. At across the identical time, Apple launched its on-line Apple Retailer, which capitalized on Dell’s profitable gross sales mannequin.
1999’s Star Wars, Episode 1: The Phantom Menace trailer grew to become the primary huge hit for Apple’s website. (The iTunes Film Trailers website got here into being, in keeping with Apple staff, after Cupertino was appalled by the low-quality encoding of the Phantom Menace trailer hosted by Lucasfilm.)
After establishing a assembly with the film studio, Apple began internet hosting trailers that regarded much better than the RealVideo different of the time. Apple didn’t pay for this new content material that it hosted. Nevertheless, Apple did pay for the bandwidth. The association, just like the revenue share Apple CEO Steve Jobs labored out for iTunes quickly after, labored in each events’ favor.
The rise of YouTube fuels shift to streaming video
The expertise confirmed off Apple’s tech prowess and pushed QuickTime downloads. In the meantime, the film studios acquired free promoting. A bit greater than a decade later, nonetheless, the panorama had modified.
YouTube, which launched in 2005, had develop into a family identify, and it gave customers on the spot entry to streaming film trailers. The one remaining attraction of the iTunes Film Trailers website was for individuals who wished to obtain 1080p copies moderately than the 720p variations that streaming websites supplied on the time.
The precise motive(s) for Apple ending film trailer downloads has by no means been revealed. Nevertheless, it marked a particular turning level within the decline of downloads and the continued rise of streaming. By 2015, U.S. income from streaming music edged out downloads for the primary time.
Streaming leads the best way to Apple TV+
Greater than a decade after ceasing downloads from the iTunes Film Trailers website, the panorama has shifted virtually completely towards streaming. Apple dismembered the venerable iTunes, pushing its features into three distinct apps in 2019 — Apple Music, Apple TV and Apple Podcasts. And the corporate pulled the plug on the Home windows model of iTunes in 2024.
Whereas Apple continues to promote full films for obtain by way of the Apple TV app, streaming providers similar to Netflix and Disney+ lead the market immediately. Apple pursues that very same path, pumping out content material for its Apple TV+ subscription service, which launched in 2019.
As Apple’s streaming video service regularly provides new authentic content material, it appears to lastly be discovering an viewers. In 2021, Apple TV+ grew to become the primary streamer to win an Academy Award for finest image, due to indie flick CODA. New exhibits like Ted Lasso, Severance and Silo additionally grew to become professional hits. And lately, films like Argylle and exhibits like Darkish Matter rapidly rise to prime the streaming charts.
What was the primary film trailer you bear in mind downloading from Apple’s iTunes Film Trailers website? Go away your feedback under.
Screenshot: Apple
