Apple Courts Studios for Rental Rights
At $3 a pop, 30-day movie loans will pit computer giant against cable, satellite
By Dustin Lushing,  Newser Staff
Posted Jun 11, 2007 7:30 AM CDT
'   (Getty Images)
camera-icon View 2 more images

(Newser) – Apple is buttering up top movie studios as it prepares to launch a video-on-demand service to contend with cable and satellite companies. Apple plans to offer each movie as a 30-day rental for $2.99, and it's telling studios the term of lease means they won't take a hit on DVD sales.

The rentals can be downloaded to iPods, but still expire within the month. And software protection will guard against the rampant piracy that has been scaring studios away from the Internet. The service will take on Comcast, DirecTV, Microsoft, and Amazon among other video-on-demand providers, and could online as soon as autumn.