Shortly after Apple announced its latest move of making movies available for purchase on iTunes on the same day as their DVD release, new reports emerged claiming the deal might actually be causing them some financial losses.

According to the Wall Street Journal, Apple will reportedly be paying the studios somewhere around $16 per sale for these new releases but charging only $14,99 on iTunes, "a person familiar with the matter" said. (iTunes sells most older titles for $9.99.)

Despite the fact that most motion picture sales are presently done on DVDs usually at retail outlets such as Wal-Mart, Best Buy and Target stores, Apple hopes the number of people who are opting for digital downloads will increase. Until that happens, Apple might be prone to losing some money in order to gain wider acceptance and success for its video service as its music counterpart. Another reason why Apple is believed to have agreed with the deal is to continue boosting its hardware sales.

The first movies to be distributed through the new service are "American Gangster" and "Juno" this week. Other catalog titles offered include "Cloverfield," "I Am Legend" and "There Will Be Blood." Previously, customers had to wait several weeks after the DVDs debuted.

"People want to watch a movie as soon as it comes out, and they don't want to have to wait," Michael Gartenberg, an analyst at JupiterResearch in New York was quoted by the Boston Globe as saying. "What Apple is doing is knocking down one more barrier for why you wouldn't want to buy a movie from them."

Titles will be available from 20th Century Fox, Walt Disney Studios, Warner Bros., Paramount Pictures, Universal Studios Home Entertainment, Sony Pictures Entertainment, Lionsgate, Image Entertainment and First Look Studios, and can be viewed on an iPod with video, iPhone, Mac or PC or on a widescreen TV with Apple TV. Currently, Apple claims that the iTunes Store contains over 1,500 films.