Steve Jobs wants to take the world of video entertainment by storm, but Hollywood and the cable companies aren’t scared, reports BusinessWeek. Apple is planning an iTunes movie rental service and is well on its way to sealed deals with four major movie studios, but it’s not getting any special breaks. New releases will rent for $3.99, the same as Comcast on-demand video.
"We make a ton of money by offering video on demand with cable operators, and we're not about to jeopardize that," said a studio executive. Meanwhile, Jobs may not score any deal at all with Apple rivals Sony and Universal. Still, a planned upgrade to its Apple TV box could bring surprises, especially if it adds a tuner to take on cable box capabilities.