Apple Preps 24 Hour iTunes Movie Rentals

Get ready for some hardcore DRM.

While Apple may have finally managed to close down uber-rumour site ThinkSecret that hasn’t stopped the information leaks.

Just one day after firmware 1.1.3 slipped into the world high flying Variety magazine is reporting that 24 hour iTunes movie rentals are coming early next year (or ”this” year in a few hours…).

The heavily laced DRM titles will be available with prices ranging from $2 up to $5 – most likely dependant on the flick’s age – with Disney and Fox content leading the way. Variety reports that Lionsgate, MGM and Paramount are also in talks, while usual humbuggers Sony, Universal and Warner Bros are not interested.

Of course in a perfect world (for Apple) rental content is a wonderful revenue stream, but it also polarises the attention of every actual and would-be hacker on the planet who all see the potential for garnering ultra cheap purchases from iTunes.

Ultimately however it is more likely a question of ‘when’ rather than ‘if’ iTunes will go down this route.

So chalk it up as another potential announcement for MacWorld in January. Along with Firmware 1.1.3 and an ultra portable MacBook from the last week alone…

Variety Article

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