$100b cash and we still have to pay nearly $30.00AU to own a digital copy of a movie. Far more costly than at a store ($19.99), which provides a disc and a cover and has overheads on lease etc.
I have no doubt Apple makes a profit on the iTunes Store, even though it likes to make out it's a loss leader.
But while Apple has some influence on the pricing, I think most of the blame lies with the studios. They are testing the market to see if people will pay the same for non-physical media as they will for physical media (even though the overheads are much, much lower). Magazine publishers are guilty of this also.
DRM and price are the two factors stopping me buying from iTunes.