I'm hoping it's not in the "too little, too late" category for Apple TV, but it looks like Apple is finally making headway in negotiations with the major movie studios to offer customers the ability to rent films through iTunes, in addition to purchasing them outright. According to the Financial Times, Apple will likely announce a deal with 20th Century Fox at Macworld San Francisco next month kicking off a deal that would not only bring movie rentals to iTunes, but also DVDs rippable to iPods.
I've long said the Apple TV is on fumes without a rental option, and that if Apple could successfully roll out a movie rental service through iTunes, it could spell the death knell for services we enjoy today, from Netflix to Amazon Unbox and even Blockbuster.
While 20th Century Fox is said to be furthest along, the article also mentions Cupertino is working on also getting Sony Pictures Entertainment, Paramount and Warner Bros queued up. Here's to hoping Steve Jobs can pull out a big rabbit from his hat and make our early investment in the Apple TV a good one.
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