Apple to embrace iTunes movie rentals?

According to sources closely aligned with ongoing business moves related to Apple Inc, the California-based computer giant is to open up its hugely popular iTunes Store to movie rentals, while also bringing in the likes of 20th Century Fox and Warner Bros. as new suppliers. Is Apple about to announce iTunes movie rentals and a host of new media suppliers? Credit: Apple.

Is Apple about to announce iTunes movie rentals and a host of new media suppliers? Credit: Apple.According to Bloomberg sources eager to retain anonymity – as the plans have not yet been officially revealed – claim that movie rentals available for download through iTunes will come from the likes of Fox, Warner Bros., Paramount Pictures, Walt Disney Co., and Lionsgate Entertainment. Presently iTunes allows its customers to fully purchase permanent movie downloads from $9.99 USD each, while upcoming rentals are expected to arrive for around $3.99 USD each for a full 24 hours. The unnamed sources have offered that Apple will officially announce its new iTunes rental service on Tuesday, January 15.Company spokeswoman Natalie Kerris has said that Apple Inc. is declining to comment at this time, which is a standpoint being echoed by the likes of Walt Disney Co., Paramount, Lionsgate, and Warner Bros. Despite the lack of official comment from the involved parties, analyst reaction indicates that iTunes movie rentals could well see various other media download portals following close behind. In related news, Apple is also expected to settle an existing EU antitrust case by allowing UK-based iTunes Store users access to lower prices for music downloads, matching the Euro amount paid by other EU users spread across 15 countries, which the European Commission claims is 10 percent lower than in the UK.