Kevin Swint, a former Apple employee that was in charge of the company's worldwide
iTunes movie business, was recently hired by Disney to help the company embrace streaming.
UltraViolet is Hollywood's attempt to prolong the life of its physical disc
business, create an alternative to digital
movie rentals and sales through Apple's
iTunes store and at the same time curtail piracy by controlling what users can do with downloaded copies and cloud - hosted versions of a
movie.