Walmart launches iPad-optimized Vudu site, eschews native app

By Geoff Duncan August 11, 2011

Vudu titles — Image used with permission by copyright holder

Mega-retailer Walmart has decided not to develop a native iPad app for its Vudu video streaming service, opting instead to launch an iPad-optimized version of the Web site that enables customers to rent, buy, and watch video titles from Vudu—without having to hand over 30 percent of their revenues to Apple. With the iPad-optimized site, Walmart becomes the latest major content distributor to choose to bypass Apple’s in-app purchasing technology in favor of direct sales via the Web.

To access the service, customers just need to point their iPads to www.vudu.com; the site will detect the iPad and present the optimized interface.

Not all Vudu content is available to the iPad-optimized site: most notably, Disney content is not available for streaming. Vudu says other limitations imposed by content providers limit streaming services to SD resolution. Vudu notest HD and HDX versions of some movies can be purchased using iPads, then watched on Vudu-enabled HDTVs and other devices.

Walmart’s decision to go with an iPad-optimized Web site rather than a native iOS app for its Vudu service likely has everything to do with Apple’s in-app purchasing system: developers of native apps are free to sell content and other material to customers within their applications, but the purchases have to traverse Apple’s systems—and Apple takes a 30 percent cut of those purchases. The restrictions put content sellers with low margins in a tight situation: either they sell content via native apps at higher prices in order, potentially lose money on in-app purchases due to Apple’s overhead, or—as in Vudu’s case—opt out of a native app and offer direct purchases via the Web.

Apple, of course, is betting that the ease of use of native applications will draw consumers, and consumers will drive publishers and distributors to offer native apps with in-app purchasing capability. However, Apple is seeing some high-profile defectors from its in-app purchasing capability: along with Vudu, Amazon’s just-released Kindle Cloud Reader for iOS bypasses in-app purchasing. Bookseller Kobo has announced it plans to do a Web-based bookstore rather than offer in-app purchasing, and The Financial Times launched a Web-based version of its publication back in June.

Editors' Recommendations

Topics

Former Digital Trends Contributor

Geoff Duncan writes, programs, edits, plays music, and delights in making software misbehave. He's probably the only member…

Mobile

How to set up a VPN on an iPhone or iPad

iPhone 15 Pro Max showing the YouTube Music app.

Introducing a virtual private network (VPN) to your everyday web browsing is a smart move for a few reasons. For starters, it’s a great way to safeguard your user data when you’re surfing the internet. Because VPNs switch you to a different network and IP address, they’re terrific for accessing region-specific content. Have you been wanting to watch a series or two that’s only available for streaming in certain countries? A VPN will let you watch these movies and shows! And one of the best parts of the VPN experience is it’s not just limited to your PC.

In fact, you’ll even be able to use one on your iPhone. Back when iOS 15 rolled out, Apple also introduced a feature called Private Relay, which can be used alongside a VPN for an even bigger boost in web security.

Mobile

Hurry! This iPad just crashed back to its Black Friday price

The iPad on a tablet displaying web content.

If you've always wanted to buy an iPad but the latest releases are beyond your budget, you may want to consider going for a previous-generation model like the 2021 Apple iPad. The tablet's Wi-Fi, 64GB model, which is already relatively affordable at $330, is currently even cheaper from Best Buy, as an $80 discount pulls its price down to $250. That's what the device was going for during the iPad deals of Black Friday 2023, so if you missed the chance to take advantage of that bargain, proceed with your purchase immediately to make sure this opportunity doesn't slip away.

Why you should buy the 2021 Apple iPad
The ninth-generation Apple iPad, which was released in 2021, will be three years old in several months. However, it's still listed in our roundup of the best iPads as the best iPad on a budget, as it still offers great performance by today's standards with Apple's A13 Bionic chip that also powered the iPhone 11 series. The tablet also features a 10.2-inch Retina display with 2160 x 1620 resolution, for sharp details and vivid colors when you're browsing the internet, watching streaming shows, and playing mobile games.

Mobile

Apple’s new iPad Pro and iPad Air just got delayed

Someone holding an iPad Air against a wooden floor.

It seems like the countdown to the next iPad reveal has been stretched out a bit more, though not by an earth-shattering amount of time. So far, we’ve heard rumors of a late March or early April reveal, but that likely won’t happen, according to a new report from Apple insider Mark Gurman.

In his latest Bloomberg report, Gurman says the next Apple tablets should arrive in early May, and he cited the speeding up of production at Apple’s suppliers. Interestingly, production-related challenges apparently pushed back the launch of the new slates across the Pro and Air lineups.