Apple has crossed another milestone in their list for its iCloud service. Content from Universal Studios is now available for iCloud users to re-download after purchase, a feature previously unavailable. The major step forward, reported by Mac Rumors, leaves Twentieth Century Fox as the only other major U.S. studio that does not allow users to download content directly to devices.

Just a month ago, HBO said it was willing to loosen up its strict control over its content, and was considering allowing greater access to other providers. HBO, which pays good money to exclusively broadcast movies after a certain period since their release, had previously prohibited studios to offer content to subscription and digital marketplaces. Content from Universal Studios previously featured a disclaimer: "When purchased, this movie will not be available from iTunes in the Cloud." Now, content from Universal no longer has this disclaimer, but content from Fox continues to display it.

Sync Purchases between Apple Devices

During the new iPad launch back in March, Apple also announced it had opened its iCloud platform, designed to enable users to sync movie and TV show purchases between Apple devices registered under the same account. Upon launch, however, Apple could not reach an initial deal with Universal Pictures and Twentieth Century Fox, as HBO had set some restrictions. Consequently, some studio content could not be synced between Apple devices. HBO was reportedly working with both Universal and Fox to loosen these contractual restrictions.

"HBO agreed to loosen its arrangement with Warner Bros., which is working with iCloud, and also is in talks with Universal and Fox to do the same," said a company spokesman, as cited by Mac Rumors. In light of these arrangements, a deal to include content from Twentieth Century Fox seems to be en route.

More Options with Content

With Universal Studios content now available, users have more options, thus bolstering the appeal of Apple's iCloud platform and the devices that it supports. Many considered content on iTunes and other Apple services as closed, but iCloud is designed to allow greater freedom and ease of use, particularly for users with multiple Apple devices registered under the same account.

(reported by Alexandra Burlacu, edited by Surojit Chatterjee)