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The best part about Movies Anywhere is that all your films that are purchased on compatible services pop up in that one Movies Anywhere app allowing you to watch anywhere in the U.S. on most devices.
The ability to buy a movie on a competitor's device and then watch it on a different device is a nice bonus. It's easy to think that Apple, for instance, would only want you buying and watching movies on your iPhone or Mac that you bought via iTunes. The upside for participating is that consumers may be more likely to spend money via digital stores if they can take their films anywhere they want. Currently participating Movies Anywhere companies include Amazon Video, Google Play, iTunes, Vudu, and now Microsoft devices.