Even though Apple has been strongly against introducing a music rental service, this has not put them off planning to start a movie rental service, as it is currently in talks with Hollywood studios to provide a movie rental service via iTunes. This service will include titles from Universal and Paramount.
The proposed rental pricing is US$2.99 with a runtime of 30 days from the time of rental and the DRM restriction would allow only one transfer to a media device. For example, the customer would be able to watch the rental on an iPod. At present, Apple only provides permanent download versions, which case US$14.99 for new releases and $9.99 for library movie titles. So far, no other movie companies have taken on digital downloads due to their concern on how this will affect DVD sales.
