Apple provides the ability to rent movies from the iTunes Store directly on any iOS device or the Apple TV, but you may not realize that not only can you rent a movie directly using iTunes on your computer, but that doing so actually gives you more options on where to watch it. On any recent model iOS device, renting a movie directly on your device forces you to watch it only on that device—it can’t be moved or transferred elsewhere, although you can stream it to an Apple TV via AirPlay; similarly, renting a movie directly on your Apple TV will allow you to watch it on any Apple TV connected to the same iTunes Store account, but it can’t be transferred to an iPad or iPhone if you decide you want to watch it while travelling instead. By comparison, renting a movie directly on your computer in iTunes bypasses these limitations—you can easily stream a rented movie to an Apple TV or move it to an iPad, iPhone, or iPod touch.
You can rent movies in iTunes the same way that you would purchase content, and the same time restrictions apply. If you have any rented movies in your iTunes library, a new “Rentals” section will appear under Movies both in iTunes and on your Apple TV, and new options will show up in your device sync settings to allow you to transfer those movies to or from an iPhone, iPad, or iPod touch.