Apple Insider reports Apple may soon add a new 24 hour movie rental service to iTunes with a flexible pricing structure:
However, Apple may rely on price and not longevity to lure in customers, according to the magazine. While some rentals will cost $5 each -- placing their rental prices close to those of new releases at retail outlets -- some will cost as little as $2.
No mention is made of the reasoning for the price system, though it may parallel Apple's variable price system for purchased movies, which discounts older titles.
The claimed sources also mirror information reported previously which suggests that Disney and Fox are the only two studios known to be pledging support for rentals. Other studios friendly to Apple's video efforts, such as Lionsgate, MGM, and Paramount, are described as candidates. Conversely, studios such as Sony, Universal, and Warner Bros. have "various competitive reasons" to keep their videos out of the service, Variety adds.