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Apple outbid Amazon and Netflix purchasing the rights to the film CODA for $25 million, a film festival record. The movie tells the story of a girl who is the only one in her family who isn’t deaf. She has to balance the world of her family and that of the hearing world and her love of music. Regardless of how good the movie may be, absolutely nobody is going to flock to an Apple TV subscription to see it. At this rate Apple might get a clue about what the public will pay to see in about a decade, or roughly 5 years after they kill the service.