iTunes To Add Movie Rentals?

So last millennium.

It has been four months since Apple served up its first iTunes movie download now rumours suggest it is about to expand this in a surprising direction.


According to highly respected Jobsian obsessed scoop site Think Secret the uber popular software will add movie ‘rentals’ to its growing repertoire from 7 August.

Walt Disney, Universal Studios, Paramount Pictures and Warner Bros. have apparently all put pen to paper on the deal which will allow users to download flicks that will play for a limited time only. At this stage it is unknown whether the heavily DRM infected files will be dependant on time or the number of playbacks but there is something eerily Mission Impossible about self destructing data.

Of course any reader with greater than Bushian intelligence will currently be asking themselves why someone would go through all the hassle of downloading one or two gig files just to lose access to it after a few days? Faster broadband connections and cheaper (yet unspecified) prices are your answer but those with greater than Blairian intelligence know all this will ultimately be food and drink to the hacker crowd and you can expect rips of the latest movies to appear within hours of them hitting iTunes. I have no idea where they might be, no idea at all. Honest!

Ultimately the whole deal stinks of a massive compromise. Jobsy wants movie content on iTunes, Hollywood is happy to agree but only if users don’t get full ownership of the flicks. Will rentals take off? Probably, it’s Apple. Is it the best solution? Not really.

Apple UK

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