The goal in protecting this asset would be twofold – one goal is to protect the pocketbooks of the consumers, but another goal is to protect Apple’s reputation as a legitimate player in the online marketplace. The credit card number of customers also need to be protected.
By making customers feel that their identity is safe with Apple, customer trust can be protected. Movies studios will only continue backing Apple if they feel thatI people are paying for the movies that they download, and that, once downloaded, the movies expire after a certain amount of time.Ĭustomer trust could also be considered an asset. The backing of the movie studios is a huge asset to Apple if they want to continue making movies available for rental online. 24 hours after starting the movie, it is removed from the iTunes library.
The iTunes rental system allows customers to download a video and store it for up to 30 days, but the movie must be watched within 24 hours of starting it. This fee also happens to be slightly more than one would pay for renting from a video store, but convenience isn’t cheap. Recently, Apple unveiled a new system that allows customers to browse the iTunes store and “rent” selected movies for a smaller fee than it would cost to purchase them.
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