Not surprisingly, Apple is facing heat from Hollywood companies that want to sell their movies on iTunes, but don't want to play by all of Apple's rules. The big issue is whether or not Apple will restrict the number of devices that can play a film bought from iTunes; Universal, 20th Century Fox, Paramount and Warner Bros. are rightfully concerned with rampant digital piracy and how iTunes might help inadvertently contribute to that. Of course, Hollywood could go the Wal-Mart or Amazon Unbox route if Apple won't back down, but then those studios would miss out on some of that big Apple halo action. Still, if Disney and the soon-to-be-added Lions Gate are already at the iTunes party, it seems unlikely that the rest of Hollywood could stay away much longer.

[Via Apple Insider]