When Apple announced the addition of feature films to the iTunes store last week, Disney was the only studio on board – most others signed up to Amazon’s two week old movie download service, Unbox, presumably due to their fear of piracy and the tougher restrictions imposed by Amazon on its customers. Seven days later the other studios may be having second thoughts as Disney announces that in its first week it has sold over 125,000 films through iTunes bringing in $1 million, according to CIO. Disney chief executive officer Robert Iger says it is “just the beginning” and that the company looks to generate $50 million in the first year “at no marketing expense to us at all”. He added “We are very, very bullish on consumption over electronically delivered media, and we’re taking a very optimistic view of technology as a friend, or a great enabler, and not a great predator”.