Why would I purchase via iTunes?
This is more of a general comment rather than a question for the community. Why would I purchase ANYTHING via the iTunes store? For the same price as a movie download I can order a Blu-ray, rip it and watch it on any device I wish without dealing with the BS that is DRM.
Similarly with music. Paolo Nutini's album, 'Last Night in the Bittersweet' is £10.99 via iTunes, exactly the same price from Amazon as a CD and available as part of a music subscription at no additional cost. My subscription is currently with Apple Music but until recently was with Spotify.
I simply don't see me ever downloading anything from iTunes in the future.