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The rumors suggesting Apple would begin renting videos on iTunes appear to be true. Bloomberg today cites “people familiar with the agreements” in a report that claims Warner Bros., Fox, Paramount, Disney and Lions Gate have all signed up to be part of the new service.
To be announced on January 15, likely during Steve Jobs’ MacWorld keynote, rented movies will cost $3.99 and will last 24 hours. How many times you’ll be able to view the movie and on how many different devices is still unknown. Apple might want to use this to let everyone knows that Apple TV still exists. (Am I being fair in calling the Apple TV a disappointment so far?)
Apple to Allow ITunes Users to Rent Films, People Say (Update5) [Bloomberg]