iTunes menu reveals movie rental plans

Updated

A menu item in iTunes pointing to possible future movie rentals has been discovered. Mac OS developer David Watanabe on Friday posted a screenshot of a menu he discovered in iTunes’ problem reporting section, which contained several options mentioning “RentalMovie.” The options’ presence was confirmed by several others; all references to “RentalMovie” have since been removed from the menu by Apple.

The Financial Times reported in June that Apple was currently in talks with major movie studios regarding the launch of an iTunes-based online movie rental service. According to that report, the rentals would be priced at $2.99 for a 30-day rental, and would incorporate DRM that allowed transfer of the title to at least one other device, such as an Apple TV or iPod. The software would also prevent the movies from being copied. Many had speculated that a movie rental service would be introduced at Apple’s “Beat Goes On” special event last week.

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Charles Starrett

Charles Starrett was a senior editor at iLounge. He's been covering the iPod, iPhone, and iPad since their inception. He has written numerous articles and reviews, and his work has been featured in multiple publications.