Apple may launch an online video rental feature by this autumn.
But the launch my be even earlier, close to June 29, when the iPods are set to be release, because the smart phones will run video files, which will bring more users to video rentals.
Apple already sells online video movies from the two major movie studios Walt Disney and Paramount and some other smaller studios. Disney also sells TV shows on iTunes.
But the others are still unwilling to cooperate with downloadable video movies, because they are afraid it will hit the DVD market.
Analysts think that the two markets of DVDs and downloadable video movies are quite different. They also don't see a copyright violation fear, because Apple Digital Rights Management software will block access to license free files from devices such as iPhone and iPod. The software will also protect video files from being copied.
Apple's innovation is a challenge for cable and general TV and over companies offering video on demand into home.
The digital movies from Apple will approximately cost $2.99 (2.24 euros) for a 30-day rental. by Ruzan Harutyunyan for HULIQ
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