Updating iTunes to 7.6 will bring you the ability to now "rent" movies from all the major movie studios, including Fox, WB, Disney, Paramount, Universal and Sony, along with Touchstone, Miramax, MGM, New Line and Lions Gate. Movie rentals will be priced at $3.99 for new releases and $2.99 for older films. High Definition (HD) movies will be downloadable only via Apple TV and will cost $4.99 for new releases and $3.99 for older films.
iTunes Movie Rentals uses DRM (Digital Rights Management) that of course does not allow copying or burning. After downloading a rented movie you have up to 30 days to start watching the movie. Once you begin watching, you have 24 hours to watch the film as many times as you want. You do not however need to download the entire file to start watching it, users with modern Internet connections will be able to begin watching rentals within 30 seconds of initiating the rental download.
Movies can be watched on your Mac, PC, all current iPods, the iPhone or with an Apple TV. Movies can also be transferred between these devices allowing you to start watching a rented movie on your computer and moving it to your iPod to finish watching it on the portable device.
By the end of February will contain over 1,000 movies. Movies will become available for rental on iTunes 30 days after they are released on DVD.
Apple TV rentals are downloaded in a "near-DVD quality" format compatible with Macs, PCs, iPods, and iPhones. High-definition rentals are full 720p films with a Dolby Digital 5.1 soundtrack and can only be viewed on an Apple TV and a HDTV.
Apple may be entering a segment in the industry where it will face some competition, but they have the advantage of having millions of compatible devices and loyal users of iTunes.
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