Forget the other format, there's a new enemy

[glenn22]

I don't think Apple TV is going to be much of a threat to Blu-ray. Firstly, it's a rental service in which the movie is only playable for a 24 hour window, and secondly, not many people want to download movies yet, even music hasn't even captured 10% of the music industry sales. (they are hoping for that figure around 2010)