I am a little frustrated with the misinformation on this thread. First, UV isnt a DRM as much as it is a bunch of retailers letting the user share one library across multiple competitors. UV isn't even a retailer, its a server that keeps a list of all the content you've acquired. Apple has always been welcome to join but Apple wants to keep its users movies stuck in the Apple ecosystem.
UV is not one DRM. Retailers will keep offering whatever DRM they choose. If Apple joined, then it would still keep its own DRM scheme. The only thing that would change is that any movie you acquired on iTunes would be synced across your other accounts, and vice versa. Wouldn't that be nice? Then you could shop for movies at the best price. It's not as good as DRM free on many levels, but in the other hand, it is a whole lot better than being stuck with one retailer and one DRM. Plus there is the cloud aspect of this, which provides decent added value,of being able to access your collectioN across devices.
UV doesn't stop retailers from offering the same stream and download options they otherwise might. Any limitations on downloading you've seen has to do with the retailers themselves.
Apple does charge the studios a tremendous amount of money to offer Digital Copy. People forget that Apple is no chump when it comes to taking a cut of third party content revenue. That's also why competing stores apps are so crippled on iOS. Smart move, Apple.
i am a huge Apple user. The iTunes system is the best and easiest to use of all the digital movie stores. But I don't appreciate being locked into Apple. if Apple joined UV, the only change that Apple fans would notice is similar to Disney Movies Anywhere. Your movies suddenly become more valuable and you can also watch them on competing services. I hope the Disney deal is a signal. Of course. among all the studios Disney had the most leverage to make it happen. Now we fans have to understand the significance of this and demand more from Apple.