Will I have to re-buy all my HD content in 1080p?

apple must request the studios send them true hd format and also the other formats too otherwise the event yesterday wouldnt have been so significant enough that there is already a lot of 1080p content example heroes season 1 from 2006 i think, is in 1080p. and ncis la season 1 is true hd and it looks stunningly good too.

so some content is real hd just down sampled etc to fit on the size.

Maybe I have Great News? I Have about 125 HD movies, half my collection. I Noticed now when puchasing HD content in the fine print info, on the left under the Movie Cover in Movies section of the iTunes Store, It says downloading in 720P and some of the newer movies say that, and then, a comma, 720p, 1080p.

Then I noticed that In the newest iTunes (10.6), in the Prefs, there are 2 places were it asks for your Preferred Resolution! In the 'Playback' section, and Also in the 'Store' section of the prefs. They were set to 720p of course as thats how things Were. But with the New ATV able to push out 1080p You would want your downloads in the 1080p format. By resetting your prefs in those 2 sections of iTunes to 1080p, instaed of 720p, by pressing the 720p and setting your Preferred Resolution to 1080p, when you go to the Movie Store in iTunes, It now says the D/L will be in 1080p!

Here is were it gets pretty fantastic!!! With the New Breakthrough in the Cloud, that is allowing you to Re Dowload most of your Movies (most because a few Studios are not yet on Board) If you erase your 720p issue, when you re dowload the same item, I Believe you would now get the 1080p copy!!!! They are nearly the same size as Apple is using a New compression format that magically has a better picture with no appreciable size increase!

So IF your Ordering the New 'Apple TV', you could get the Higher resolution copy for your new device. Great Going Apple!!!

I don't yet have my New ATV and have not tried this New Neat Service. If it's true, it seems like a Great Christmas gift from Apple!!! But I have several Pre-Orders on call so I went to my account and Were it says 'Manage Your Pre-Orders' cliked on the Pre-Order, Meloncholia, it took me to the page in the Store were the Movie is being sold, when I looked at the Movie there, 720p,1080p, It had the 1080p copy of the movie set to D/L! ... I had pre-Ordered the movie some time before 1080p was available, and it was shown already in my cue at 1080p!!! You must have the iTunes Prefs set up correctly, for this to occur. So I didn't have to cancel the Order in the Pre-Order section and re-buy the movie to get the High Rez item!

So I do believe that IF the movie that you already own at 720p, is indeed available in the Higher Rez Version - check before trying this, by re-looking up the Movie in the iTunes Store, and, seeing if the info in the small print, now says the HD is also available in 720p/1080p. If your Prefs are set for 1080p in the iTunes app you will get the high rez version!!! Older movies like Dune are not available in Higher Rez, yet?. Next week the new Apple TV comes out and probably in time all movies will be available in 720 &1080p

Too Cool for words! Somebody please test this and let us all know if indeed this is True!!!?

Yes, of course the 1080 content is simply upscaled. That explains why for a 45 minute HD episode, the 1080 version is only about 200MB bigger. If it were true 1080, it would be a huge ffile.

It's not upscaled, it's "true" 1080p. Apparently the 1080p files use a new compression algorithm that is more efficient yet still provides better detail, although how noticeable that is depends on file to file. The site Ars Technica posted an analysis that you can read here:

http://arstechnica.com/apple/news/2012/03/new-itunes-1080p-looks-good-through-be tter-h264-compression.ars

Somebody please test this and let us all know if indeed this is True!!!?

Yes it's true. If you bought a movie or TV episode in 720p HD, you will receive the new 1080p version for free. If you bought something in SD, then you have to pay again to get the HD version (that's not a new policy, it's been that way for a while).

Yes it is true. Also if you buy for instance :house: in HD, when u go to download it on your pc you download 2 versions the SD version and the 720p version, but, when they have finished downloading press look for available downloads in the top menu and it downloads the 1080p version too.

Also most tv episodes are in 1080p i have over 1.5TB of programmes and they are mostly 1080p if not all

Well Im excited again. Another user said he didn't get his episode to 1080p.

So here's to you... Im hoping your right. It will meen alot to me, as I have quite a bit of HD content to upgrade, and it makes my puchase of the New ATV make sense, alot more.

It seems not all movies are up to 1080p. I looked at some of my Pixar movies. The Incredibles is on iTunes as 1080p, but Ratatoulie still shows as 720p on the site. I don't know if this will get upgraded later or not, but I really like this service. A hard drive crash killed some of my iTunes movies that I didn't have backed up, but now I can grab them again.