iTunes jumps on the bundle bandwagon

Bundling is a common retail practice to boost sales and
create the illusion of a bargain. Many retailers, for example, are offering
free Blu-ray players with the purchase of a HDTV.Apple-bundles  

Now Apple’s getting in on the game. The iTunes store has
launched movie bundles for a number of themes.

“The Godfather I and II,” for example, are now being sold
together for $15, versus the $10 individual price of the films. Other examples
include the four “X-Men” films (including “Wolverine”), which go for $30 – a 33
percent discount and a Steve Martin duo featuring “L.A. Story” and “All of Me”
for $10. (For the full collection, visit the iTune store.)

The bundles are available in the U.S. and Canadian stores
with upwards to 40 different packs put together.

Is it a sign of retail weakness at Apple? Probably not.
Instead, it’s a clever way to help its studio partners see returns on films
that, for the most part, likely weren’t pinging a lot of people’s radars on
their own.

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