Just the other day I was wondering on this very site just where Blu-Ray has been on Macs, and yesterday's big Apple event gave us the answer: Blu-Ray, according to Steve Jobs, is just "a big bag of hurt." Apple says they haven't settled on an HD format yet because no one else has either: "the licensing of the tech is so complex, we're waiting until things settle down and Blu-Ray takes off in the marketplace," said Jobs. He might as well have added an "if it does" on the end of there -- Sony, spurned by the Betamax loss, wants to make sure they get credit when Blu-ray gets popular, and for that very reason it may never be.

In fact, if Apple has their way, there may not be a physical media of choice for high-definition content -- Phil Schiller pointed out that iTunes has plenty of HD TV and movie options without ever tying Apple down to licensing a specific format.

Which is exactly everything we said last week. And I'm drinking the kool-aid, actually -- a while back, I was one who would have said that people need their physical media, but nowadays, I'm not so sure. I haven't bought a DVD, HD or otherwise, in months and months, and yet I've purchased and seen plenty of HD content in iTunes and over my Xbox and cable connection. Blu-Ray may have won the HD disc format wars and claimed the country, but maybe there's nobody living there any more.

This article was originally published on Tuaw.
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