Movie studios are demanding that Apple implement a tougher and more restricted digital rights management system if it want to sell their movies through iTunes.

Among other restrictions, movie bosses want Apple to "reduce the number of devices that can use a film downloaded from iTunes," reports the Financial Times.

They claim that Apple's current model — which allows owners of legally acquired content to play that content on up to five computers and an unlimited number of iPods — is too generous.

Citing the phantom of file sharing, they exclaim that they want restricted rights, or none, according to the report.

"We're very willing to do a deal but we're keen to get some concessions from Apple that will account for the differences between the value of music and television content and feature film content," an executive said.