Apple's iCloud may have only just launched but according to rumors reported by the LA Times and Wall Street Journal, it's already negotiating with Hollywood to add movies to the service (funny how things have changed in five years.) The timing is particularly curious because Apple, along with Disney, is one of the notable holdouts from the movie studio-backed Ultraviolet scheme with similar buy once / stream anywhere aspirations that just hit the streets this week. However, according to "people familiar with the matter" it could allow Ultraviolet access on iThings via app, while also bringing its usual media lock-in magic by also throwing in streaming copies of any flicks purchased on iTunes, but only on its own hardware. Recently activated streaming of purchased TV shows to the Apple TV shows the cloud's potential, but we'll have to wait for deals to be signed before that North Carolina datacenter puts Hollywood's best on its to-do list.