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.
According to the LA Times, Apple is currently working with several movie studios in talks involved about the service. How long these conversations already take place, is not reported, but the service at the end of this year or beginning of 2012 is already online. Users should have a movie purchase through iTunes and then view on their iPhone, iPad, Apple TV, or Mac.
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.