"So Apple basically told him that he should have downloaded the films to his disk when he had the chance. But does the DRM not prevent this? Only streaming is allowed right? It is a lose-lose for the guy in the case study."
You were always allowed and able to download Apple movies to your disk and keep them there permanently. "Only streaming is allowed right?" Wrong. Every single movie that I purchased this way (and it's not many, most come from DVDs) is downloaded, and backed up twice. As long as my computer and my backups don't break down at the same time, I've got these movies forever.
What the guy missed: The first download gets you the purchased movie. After that, you can download again as a convenience, for example on another device, but only as a convenience and only as long as Apple has the rights. He purchased the movie, downloaded it, _threw it away_ and now he can't get a new copy. Worlds smallest violin plays the worlds saddest song.