DailyTech - Apple In Talks to Launch Online Video Rentals

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Internet Apple In Talks to Launch Online Video Rentals
Steve Kovsky (Blog) - June 12, 2007 1:10 AM

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11 comment(s) - last by spillai.. on Jun 14 at 1:03 PM

Watching movies on an iPod or PC could become more accessible, pending the launch of a rumored video rental service from Apple.

Downloaders will pay $2.99 for 30-day rentals of features films from major studios

Apple may be poised to begin offering online video rentals -- potentially competing directly against BlockBuster, NetFlix and other on-demand video download outlets.

The report, published in the Financial Times, says the hardware maker is in "advanced talks with Hollywood's largest movie studios" to begin selling 30-day access to on-demand videos for $2.99.

Plans call for digital rights management features that will allow the online films to be downloaded onto a computer and transferred to one other device, such as an iPod or an iPhone. The DRM software will be designed to prevent copying.

Apple already sells downloadable movies via its iTunes online store. The sales differ from online rentals, since buyers own the films and can watch them as often as they wish.

While Apple currently enjoys distribution deals with Disney and Paramount, other studios have been slow to join in due to fears that DVD sales would suffer if consumers could easily purchase their films online. However, online rentals are less likely to cannibalize DVD sales, making Apple's proposed rental service significantly more attractive to the studios.

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oh no

By Rotkiv on 6/12/2007 8:14:37 AM , Rating: 4

Not more DRM...
*sigh*

RE: oh no

By nayy on 6/12/2007 11:14:36 AM , Rating: 3

I just find it funny that they keep throwing money at DRM when they know a workaround will appear within a week.
Also, didn’t Jobs publish a letter against DRM not to long ago where he basically admitted that DRM doesn’t work?

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RE: oh no

By Hare on 6/12/2007 2:50:37 PM , Rating: 3

Which one do you think is responsible for the DRM. Jobs/Apple or the companies making and distributing the movies? Same thing with audio (nowadays we actually have drm'less audio @ iTunes).

I bet Apple would be without real content if they refused to deliver movies with DRM. Movie studios are obsessed with DRM.

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RE: oh no

By robber98 on 6/12/2007 4:26:40 PM , Rating: 2

You do realize that the video is for rental only, not purchase, right? So you don't own the video.

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Bah DRM

By mdogs444 on 6/12/2007 10:08:59 AM , Rating: 2

Apple chooses DRM, I choose Torrent.

Then if I like it, I'll buy it.

RE: Bah DRM

By MonkeyPaw on 6/12/2007 5:32:35 PM , Rating: 3

Unfortunately, this attitude only dumps more DRM on those who don't take your approach. You're still stealing, if only to get a free viewing. Is $2.99 so steep that you can't afford it?

Don't get me wrong, I hate DRM as much as the next guy, but the "workarounds" are what gave life to DRM in the first place. Now we have a system where pirates still steal what they want (with their published "ideas" causing more censorship of the internet), 13 year olds get hit with lawsuits, and the paying customer gets screwed through limited use policies and higher prices. Like so many wars where the 2 sides so strongly disagree with each other, DRM vs Piracy will never end. Both sides just keep lobbing bombs at each other, with the innocent taking the hardest hits. Team Piracy might have the brains on their side, but DRM has all the money and the ability to manipulate the legal system to their cause. It's not going to end well, because it's probably never going to end.

I won't be surprised if my post is rated down, but someone's gotta say it. The way things are going, I'm pretty confident that things will only get worse.

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Quality

By Homerboy on 6/12/2007 9:25:29 AM , Rating: 2

They are going to have to bump up the picture quality to at least DVD quality then and not SDTV. I find it horrible that this is was iTunes is currently shilling on people.

RE: Quality

By Flunk on 6/12/2007 9:53:25 AM , Rating: 2

I disagree, if they're setting up a new service now anything less than HD quality is a waste. I know not everyone has an HD set yet but in a few years when this starts to pick up SD will be unaccepable.

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Why complain about DRM on rentals?

By blurredvision on 6/12/2007 2:43:42 PM , Rating: 2

Why do you guys complain about DRM on rentals? If you go to your local rental store and rent a DVD, do you get online and complain because you have to take the disc back? If anything, DRM is probably best served in the digital rental industry.

$2.99 for a 30 day rental?

By s12033722 on 6/12/2007 5:37:49 PM , Rating: 2

Sounds pretty good to me! I would definitely give them my business in this case. As for DRM, how else would you do a downloadable rental? I agree that DRM on purchases is bad, but come on.... a rental? Who cares?