The spies have reported:

What does “There’s something in the air” mean? And why the unusual font?

I don’t know and at this moment I don’t care. What I want from Apple next Tuesday are products and services that acknowledge these two symbiotic axioms:

• If content is easier to steal than to buy, some people will steal it
• If content is easier to buy than to steal, most people will buy it

It’s ironic that when it comes to digital content, most content is still easier to steal than to buy.

Don’t believe me? Okay, why is it that to buy a CD from a Norwegian artist, I had to buy it from Switzerland. Or why when I wanted to buy a CD from an English group, did I have to buy it from the US? Or when I wanted to buy a CD from a Swiss group.. I couldn’t. Two of these CDs were readily available on P2P networks. This complaint is directed to everyone involved in the music business – musicians, their record labels and the stores.

But the music business isn’t nearly as screwed up as the film industry. It’s bizarre that you can steal a genuine DVD-rip of a Hollywood movie before it receives its cinema debut in the UK. The staggered releases of films propagate and extend the promotional rounds, intended to get more people to the box office. Instead it serves as an ideal opportunity for people to subvert the industry and reduce its revenue.

Why not have a ‘release once, release everywhere’ philosophy, and sell a film online at the same time? Is the industry scared of lost revenue, or perhaps of closures of cinemas? Despite the success of the iTunes Store and other online music sellers, 80% of music is still purchased on CD. I would suggest that given the current (but reducing margin) between the experience of watching at cinema and at home, films could be released simultaneously, offline, online and in stores, without much consequence. Some people, like myself, may even prefer watching films at home.

Here are some ideas that the industry could consider:

1. One-time viewing or permanent purchase of a film, delivered online, released at the same time as its cinematic debut.
2. Redeemable voucher for cinema-goers for subsequent purchase of DVD or online purchase of film, thus making it worthwhile to go to the cinema.
3. Corresponding e-voucher to allow an upgrade from one-time viewing to permanent ownership.
4. DVD (film only version) released at the same time as its cinematic debut.
5. Corresponding voucher for on-line delivery of the extra features once available (or perhaps make these available for purchase separately).
6. Full DVD release with extra features.
7. All DVDs and online purchases to be transportable to other devices (this is something that Fox appears to be considering with DVDs) – and without restriction.