If you buy a movie on iTunes is it really yours?!

But this just doesn't work like that. I'm not talking about backing up your operating system, your documents etc. This is necessary and relatively easy to do. Even your songs library is doable. But back up movies and entire tv shows, this is just insane, the costs in terms of storage would be prohibitive, for first, why would I buy on the iTunes Store in the first place if I actually had to have a copy of eveything stored in external HD's, this would certainly nullify any advantage of getting rid of physical media... What about people who doesn't have a computer, people that only have an iPad or iPhone or an Apple TV. When you buy a movie from an Apple TV there is no way it is downloaded anywhere, making it impossible to have a copy of the movie in a hard drive to be backed up. IMO, The iTunes in the cloud is Apple's answer to people who want past purchases available through the cloud. And if you have to actually have all the stuff you bought in a hard drive, the entire iCloud conception is useless. Apple doesn't warn you about this when you buy a movie on AppleTV.

This doesn't change the fact that Apple should be more clear about availability of previous purchases in the iCloud and license agreements implications on it. If you consider the average customer, if this happened to then, there would be no one that wouldn't feel damaged. The unavailability of itens purchased due to the expiration of licenses agreements have to be very clear to customers, otherwise, Apple can be and will certainly be liabel to refund people for not giving all the information needed for customers to make a conscious decision wheter to buy itens on their store.