Apple is reportedly planning to via iTunes-purchased movies via iCloud. So it must be possible to film a one off purchase and then on to various Apple devices to stream.
This would make the service of Apple is a direct competitor of the Ultraviolet radiation; a system to movies to buy and rent that is supported by a number of major film companies. Who via Ultraviolet a physical dvd or blu-ray purchase, will also include a digital version of the movie to different devices streamed can be.