According to MacNN, Apple is set to raise the prices on downloadable movies in iTunes to $15, just a couple of dollars below the retail price of a physical DVD. This means that for $3 more, you can order the same movie, without DRM, with extra content, in a nice box, and probably in better quality.

It is suggested in the article that the studios are under pressure from retailers such as Wal-Mart. Which basically means that old-style retail is trying to hold on to their distribution model, and forces the new-style retail to mimic their inefficiencies… I hope Apple will come up with something else, especially now that there are serious indications on the music side that the old model is failing (EMI scaling back funding of the RIAA, more and more DRM-free music).