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Amazon's downloadable movie launch beats rival Apple (Monica Soto Ouchi, 9/08/06, Seattle Times)

Online retail juggernaut Amazon.com on Thursday unveiled a service aimed at conditioning the masses to purchase and download movies online — pre-empting a competitor, but with little fanfare.

Amazon Unbox, announced via news release shortly after the markets closed, features software that allows consumers to purchase, download and play television shows, movies and other videos on computers and portable devices.

Apple Computer — which has dominated downloadable music and video sales — is widely expected to unveil a rival service Tuesday, in tandem with an updated iPod music and video player that features a wider viewing screen.