Summary.... As consumers continue to embrace online movie services, the Hollywood Studios stand to gain most from this emerging market, receiving the bulk of consumer spending. Apple's iTunes store, which dominates the US market, is responsible for generating a substantial portion of these trade level revenues. Although all major Studios license their titles to Apple, an analysis of the iTunes catalogue carried out in March 2009 revealed that the strategies adopted by each Studio towards the platform are very different. This report examines how the presence of individual Studios on iTunes varies and the extent to which each content owner is experimenting with variables such as the provision of rental and high definition and the windowing of releases.