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In a Move Long Overdue, iTunes Rumored to be Finally Going Rental for Movie Downloads
Author: Michael Wolf, Research Director, Digital Home Mon, 11 Jun 2007 11:54:34 EDT
I've been talking about Apple's need to go rental for some time, and glad they are about to finally do it. The fact of the matter is that consumers don't want to buy a file instead of a DVD, unless its significantly cheaper (even cheaper than the Apple early-price of $12.99 for a new release) or if its something they just have to have in a highly portable format. Microsoft's Video Marketplace has seen some success with rental (Microsoft is, in contrast to Apple, basically rental-only for movies) and I figured it was only a matter of time before Apple did it. |
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