According to the Financial Times, Apple, Inc., is in discussions with movie studios to offer movie rentals beginning fall 2007. Such a service would operate much like those from Xbox Live, Unbox, MovieLink and CinemaNow. The rentals would cost $2.99 for 30-days and would be able to be moved to at least one other device such as an iPod, iPhone or Apple TV.

We mentioned in our recent review of the Apple TV,  we believe that in order for Apple TV to be relevant, this is exactly what Apple needs to do.

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