The Blu-ray Disc Association (BDA) today announced that Apple has joined the consortium and will become a member of the Board of Directors. "Apple is pleased to join the Blu-ray Disc Association board as part of our efforts to drive consumer adoption of HD," said Steve Jobs, Apple's CEO. "Consumers are already creating stunning HD content with Apple's leading video editing applications like iMovie HD and are anxiously awaiting a way to burn their own high def DVDs." Apple has been a leader in driving consumer adoption of DVD authoring and is now helping bring High Definition (HD) to market with a complete line of HD content creation tools for consumers and professionals alike including iMovie HD, Final Cut Express HD and Final Cut Pro HD editing software. Apple will work together with the BDA on the development and promotion of the Blu-ray Disc format.