Entertainment industry analysts are urging Hollywood's film studios to use some of Apple's tricks to boost their own profit, rather than the profits of the Cupertino-based firm.
Two research firms - Park Associates and Entertainment Technology Center at USC - have released a white paper, How Hollywood Can out-Apple Apple explaining what film moguls need to do if they want to ride the crest of the digital convergence wave.
They suggest studios should sell affordable television shows and feature films for mobile devices directly in an attempt to reap their own profits, without sharing them with facilitators such as Apple's iTunes service.
Hollywood must also offer more free content on mobile devices in order to aggressively promote movies and programming on traditional media, the report explains.
"Hollywood shouldn't let Apple make all the money, especially since they are the ones making the movies," said John Barrett, director of research at Parks Associates. "Judicious use of free mobile content can help drive ticket and DVD sales."
Park Associates says less than 10 per cent of internet users are willing to purchase films online at current prices, and suggest studios could drive consumer interest simply by dropping prices on downloads.
"In 1903 one of the first narrative movies, The Great Train Robbery, came to the silver screen.
Although only 12 minutes long, audiences flocked to theaters to see it, marking a milestone in
the rise of the entertainment industry. For most of the next 100 years, the cinema would remain
the primary distribution method for films," the report states, before explaining the impact of technology on the entertainment industry.