Each week Ross Rubin contributes Switched On, a column about consumer technology.

Apple rose to dominate sales of digital music by more or less mirroring the way consumers acquired music in the physical world -- that is, purchasing songs, but providing a greater degree of granularity. This worked well for music and has also held true for apps and best-selling books, but hasn't been as in step with consumer media acquisition habits for other content.

For example, before Apple brought sales of video material to iTunes, most consumers did not generally own TV shows except for perhaps a few cherished series on DVD. They either watched them as they aired as part of a cable-like subscription or paid a flat monthly fee for the privilege of recording them on a DVR to be viewed after they aired. Furthermore, both Blockbuster physical stores and later Netflix's DVD by mail feature relied on a system of one-time consumption via rental or subscription that eschewed ownership of movies. And today, Vevo.com offers free streaming of many music videos that Apple still seeks to sell.

Continue reading Switched On: You tell me it's the institution

Switched On: You tell me it's the institution originally appeared on Engadget on Sun, 29 Jan 2012 18:00:00 EDT. Please see our terms for use of feeds.

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