Apple Inc. is in talks with the Hollywood studios to make new movies available for rental for its iTunes service, according to two studio executives familiar with the matter.
The rental service is being pitched aggressively by Apple, with titles to rent for $2.99 for a set number of days before expiring, these people said. It is unclear which studios might participate, with Viacom Inc.'s Paramount Pictures currently in favor and General Electric Co.'s Universal Studios Inc. currently opposed, for example. The service is far from a certainty with several details to iron out, said a person close to the situation. (LINK)
