I just had a thought. Looking at the invitations Apple sent out for the press conference on September 12th, the tagline just struck me. What if, instead of building a movie store and the viewing mechanism into iTunes (as has been the assumption thus far), Apple split this functionality into a new application named 'Showtime'? Thinking about it that way makes a lot of sense. iTunes is a music jukebox, and obviously having the iTunes music store as a part of it makes perfect sense. An application called 'Showtime', though, would serve all kinds of useful purposes. Firstly, it would make things more logical in terms of storing your content. Secondly, it could become literally THE central hub of the iLife suite. Say you have the device Apple is rumoured to be releasing to stream downloaded movies to your TV. There's no reason why you'd necesarily be restricted to just streaming DRMed movies to your TV; why not use it to show your slideshows from iPhoto, watch your iMovies, and movie trailers even? There's no end to the uses of it! Just a thought...