Will be an attempt to challenge traditional pay-per-view services offered by cable and satellite TV broadcasters.Apple is said to be in "advanced talks" talks with some of Hollywood's largest film studios about launching an online movie rental service. Many of them have been leery in the past about offering their content on iTunes over fears that digital downloads would hurt their biggest cash cow - DVD sales. Movie rentals have been easier to negotiate for this very reason. One studio executive said the service would “compete against cable companies and anyone else offering VOD into the home." The service would launch some time in the fall with rentals costing around $2.99 for a 30-day viewing period. Apple's standard DRM integration would allow rentals to be transferred from a PC to one other device and would prevent any copying of the movie.
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But someone will come along and take off the DRM anyway. It has already happened with itunes....it will happen with this as well.