Adjust EQ for Movies

The audio in the movies I purchase via iTunes is terrible - very weak upper mids, both when watched on Apple TV and on my Mac.

Audio on DVDs, Netflix and for movies that I don't buy through iTunes is perfect.

It is silly to have to buy an external EQ just for watching movies on iTunes or AppleTV.

I see this same question archived on the forum going all the way back to 2008 — SEVEN YEARS AGO — and Apple still has not fixed this????

Not enough money in the budget? Don't care about consumers? What?