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Apple updates Apple TV and introduces movie rentals
Posted on 16-Jan-2008 08:28. | Tags Filed under: News.

Apple updates Apple TV and introduces movie rentals
Apple has unveiled new software for its Apple TV that allows movie fans to rent movies on the iTunes Store directly from their widescreen TV without the need of a connected PC. At the same time the company llowered the price of Apple TV to US$229.

With iTunes Movie Rentals and Apple TV, users can just click a button on their remote to rent movies from a catalog of over 1,000 titles by the end of February 2008, including over 100 titles in high definition video with 5.1 Dolby Digital surround sound.

DVD-quality iTunes Movie Rentals are US$2.99 for library titles and US$3.99 for new releases, and high definition versions are one dollar more with library titles at US$3.99 and new releases at US$4.99.

Apple will provide the new Apple TV software free of charge to existing Apple TV owners when it releases the new Apple TV in about two weeks.

With Apple TV, users can also view photos from their computers, Flickr and .Mac Web Galleries on their widescreen TV as slideshows or screen savers, and anytime photos are updated on Flickr or .Mac, they are automatically updated on Apple TV.

iTunes Movie Rentals was announced at the same time, featuring movies from the major movie studios including 20th Century Fox, The Walt Disney Studios, Warner Bros., Paramount, Universal Studios Home Entertainment, Sony Pictures Entertainment, Metro-Goldwyn-Mayer (MGM), Lionsgate and New Line Cinema

Users can rent movies and watch them on their Macs or PCs, all current generation iPods, iPhone and Apple TV.

“iTunes Movie Rentals instantly brings great movies from all the major studios directly to your iPod, iPhone, TV or computer—without having to drive to the video store or wait for DVDs to arrive in the mail,” said Steve Jobs, Apple’s CEO. “Movie lovers can now discover and enjoy movies as simply and easily as music lovers discover and enjoy music today on iTunes.”

Once a movie is rented, it starts downloading from the iTunes Store directly to iTunes or Apple TV, and users with a fast Internet connection can start viewing the movie in seconds. Customers have up to 30 days to start watching it, and once a movie has been started customers have 24 hours to finish it—or watch it multiple times.

iTunes Movie Rentals are available in the US only.

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