Apple Chairman Steve Jobs unveiled a prototype of his company's iTV settop box months ahead of its availability as "a warning shot across Hollywood's bow," according to Fortune magazine senior editor Peter Lewis. Writing in the current issue, Lewis concludes that Jobs wanted to demonstrate to studio executives that the iTV unit, which will deliver downloaded movies directly to TV sets will give Apple the ability to dominate the online movie business, just as its iTunes Music Store dominates the business for downloaded music and TV shows. At issue is pricing, Lewis comments, with the studios wanting to charge more for downloaded movies than they do for DVDs, arguing that they are providing consumers a convenience. Jobs will hold firm on pricing, Lewis predicts, convinced that studios will "see the allure of iTunes today compared to disasters like's Unbox or MovieLink."