Apple could be preparing to launch a new feature on iTunes allowing people to re-download or stream content they’ve previously bought. And that could be just the first streaming element making its way to iTunes as we all switch from downloading to utilizing the cloud.

Streaming iTunes

Apple has been rumored to be launching some kind of streaming video service for two years or more, but nothing has ever been officially announced or even teased. And it still hasn’t, but there are new rumors for us to sink our teeth into and explore.

As great as iTunes is, it’s currently all about downloads. You buy content, you get to download and watch it. But streaming is the new black, with services such as Netflix and Hulu, and even Spotify (for music) all doing great business.

For Apple to remain on top it really needs to introduce streaming options to iTunes.

iTunes Replay

According to sources talking to AppAdvice, it could already be on its way to doing so. Internally codenamed iTunes Replay, the extension to the usual iTunes service will allow consumers to at least re-download movies or TV shows they have previously purchased, and possibly stream it as well.

Not all content will be eligible for iTunes Replay, with a logo indicating what is and what isn’t. This will be due to licensing issues, and depend which studios and content providers Apple has managed to secure deals with. For the same reasons most content will only be available for download five times.

This is merely rumor at this stage, but there does appear to be some truth behind the speculation. The streaming aspect is mired in hearsay, however, so I’ll only believe that when I see it.

Conclusions

Apple should have been on board and making deals for streaming content a long time ago but seems to have missed the boat in an unusual display of not seeing the future by Steve Jobs Esq.

Does iTunes Replay go far enough? Probably not, but it is at least a start.

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