Movie rentals coming to iTunes?

Apple is currently in talks with major Hollywood studios regarding the launch of an iTunes-based online movie rental service, reports Financial Times. The rentals would supposedly 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. “[It would] compete against cable companies and anyone else offering VOD into the home,” said one studio executive.

Apple has yet to comment on the report; the company is said to be aiming for an autumn introduction.