With no fanfare during the recent iPad / Apple TV event, Apple has quietly rolled out the availability of Digital Copy for the Apple TV via iCloud. The capability is similar to that of UltraViolet, the digital copy mechanism that accompanies the purchase of most Blu-ray DVDs. As with UV, you use the Digital Copy unlock code to stream an HD copy to your updated (you did update your Apple TV, didn't you?) Apple TV and authorize a downloadable file. Tech of
