I simply scanned over this mentioned feature amid all the other keynote buzz and didn’t get a chance to read further into it and see what was up. The basic design strategy here is that you will be able to purchase select DVDs title that will let you transfer that content onto your Mac or PC via iTunes, and easily sync to your iPod or iPhone. Awesome!

Thankfully the guys at iPhone Alley wrote up this article with a hands on experience. Turns out it really is as simple as it sounds. There are two discs in the DVD case now, a regular one, and then one with bonus content. Popping the second one into your computer brings up iTunes with a page from the Disc. You enter a serial code found inside the case, and the copy begins.

This is pretty cool because the studios have started to realize that yes, we would like a physical copy of our favorite movies, but would also like to have a digital copy to watch on our iPods and such as well. For those who currently rip a DVD and then encode it, taking several hours, this will be a pleasant change.