Apple is allegedly negotiating with Hollywood for streaming movies purchased in iTunes to any iOS device on the go, without having to transfer the footage via a computer, just like your music.

Encoding in the right format and loading movies and TV series on iOS devices has never been a pain-free process, but with live streaming of your purchased iTunes content Apple will close the circle and offer most of its multimedia from the cloud directly to your iOS device. 

The newly released iCloud service already allows you to store documents, photos and music and Newsstand takes care of your reading needs, soadding movies and TV episodes to the mix will make for a nice encapsulated multimedia ecosystem up in the air.

Streaming everything from the cloud is the direction most services are heading and with Apple's multimillion-strong army of customers, it might be an offer the movie studios can't refuse, despite the HBO debacle.