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Microsoft is going to have downloadable HD movies for the xbox 360. While not the first to announce such a service—with Apple's iTV being the most notable, already-announced competitor—Microsoft's November 22 release date will give them a head start in the market. Who will win the living room?

Digital videos aren't the only thing about to be shaken up this month: on Nov 17 and 19th the Sony Playstation 3 and Nintendo Wii launch, respectively. With Microsoft using their gaming rig to deliver movies and Sony being one of the largest movie publishers there is potential for a big turf war in the living room.

So where does that leave Apple? Sure, they've conquered music with the iPod but can the iTV do the same for movies (and of course, television)? I'm an Apple fanboy, so of course I think they can. My reasoning involves ease-of-use, as always, but also something Apple doesn't often have against competitors: price.

The iTV is $299 USD, as is the Xbox 360 core system. However, the Core system isn't good enough for movies because it doesn't have a hard drive—$100—nor a remote—another $30 USD. I'll stop there and not go into the "you need the HD-DVD drive and four more controllers" argument typical of Playstation fans. I think $130 is enough of an edge for Apple to take the living room.

Sure, the xbox can do a lot more than play movies, like video games. But that doesn't matter to my parents, my sister, my grandmother. iPods aren't flying off the shelves because they have the most features; the iPod sells because it's easy. Consider the buying experience: Best Buy salespeople trying to upsell sixty year-olds to the Xbox 360 Premium system when all they want is movies. That's intimidating. The iTV is safe and reliable, there isn't even a clock—the bane of VCR users everywhere—to worry about setting.

And the final nail in the coffin for the Xbox 360 when it comes to movies could perhaps be another gaming console: the Wii. If things go as Nintendo dreams my Grandparents or sister might be even less interested in the Xbox's gaming features.

Wii + iTV FTW?