Blockbuster Before Netflix?

"In the latest move to rejuvenate its weathered brand, Blockbuster plans to make its premium digital movie catalog available to TiVo subscribers before ultimately extending the service to devices made by Apple and other hardware vendors."

I wonder if Apple will even let Blockbuster on their devices (the un-hacked ones that is) since this would be direct competition to iTunes. I suppose if they had a different catalog in which to draw from, that might make sense for Apple to allow it, and take a cut of the profits. I'm not sure if Blockbuster has access to movies that iTunes doesn't, and I suppose the same can be said about Netflix, so who knows if this is just posturing or part of their overall plan. I guess all we can do at this point is hurry up and wait.