If you are an iTunes Store customer, you have probably seen the sections in the store which allows you to pre-order music, books, or movies. I don’t have data to back this up, but I would assume pre-ordering in iTunes is very popular. If it wasn’t I would expect Apple to stop offering that option.
My question to those that pre-order from iTunes and other digital stores is: “Why?” It is not as if the store is going to run out of the file. The content will be available the day of release and five years after the release (unless it is pulled by the store or seller).
Incentives, freebies and deals
There used to be a time when I wouldn’t be writing this article. In the past, I remember iTunes offering special pricing for pre-orders or extra content for pre-orders. If that was still the case, I would understand why one would pre-order digital content – you pay the same, or maybe even less, and get a deal out of it.
However, these deals seem to have disappeared. I haven’t seen a pre-order deal in iTunes in a long time. In fact, I have found it to be cheaper to wait for the physical media release and buy that at a cheaper price than pre-ordering it. On occasion, a DVD movie with the digital version has been the same price as pre-ordering, or just buying, the digital version by itself.
Actual media pre-orders (ie. DVDs, video games, etc.) still have these special offers. Disney, for example, often offers some deal on pre-ordering an upcoming movie release. Game stores often offer some type of deal to pre-order a game for your console. Why can’t digital content do the same?
One acceptable reason to pre-order
The only reason I see for pre-ordering digital content is so that you don’t forget to buy something you really want. Maybe there is a movie coming out in four weeks and you want to buy it. By pre-ordering it in iTunes you can set your computer or device to automatically download pre-ordered content when available. The content gets released and you open the “Videos” app on your iPad and “Surprise!” your new movie is there that you forgot you even ordered it.
This reasoning could also backfire. You pre-order a digital item and then forget you ordered it. Let’s say a music album, for example. You see another digital music provider has a special release-day price to download the album. You buy it there and forget you already bought it from another provider. It automatically downloads for you and you have now bought it twice. Unfortunately, you can’t really return digital content.
Until I see a real reason to pre-order digital content, like the deals mentioned above, I will stick to waiting for release dates and finding release day deals. Speaking of release dates, that is one thing the pre-order list is good for – finding out the release date of that movie, book, or music you want!