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Apple is said to be in talks with major Hollywood film studios about an online movie rental service. It already has tie-ups with Walt Disney and Paramount for downloads, and is now apparently looking to expand into rentals.
Some major studios have shied away from these deals due to the perceived effect on offline DVD sales. For this reason, a download for rental deal may be easier to negotiate.
Apple currently sells movies to download and own, though this means it is missing out on a fair portion of the market, as many prefer to rent rather than own movies.
The movies would be downloaded through the iTunes store, with DRM preventing copying of movies.
BitTorrent to sell movie and TV downloads