Apple will start renting movies on its iTunes service from today. Over 700 titles of full length feature films, including I am Legend, The Matrix and Batman Begins, will be offered for viewing on the iPhone, iPod and Apple TV. A hundred films will also be offered in high definition.
The US technology giant secured deals with the major Hollywood studios, including as 20th Century Fox, Walt Disney, Warner Brothers, MGM, Sony Pictures and Lionsgate, but is still missing Universal Pictures.
Users have 30 days to view the film, but once they have started watching it, the movie will expire in 48 hours. Renting a movie will be priced between £ 2.49 and £3.49, with high definition versions costing an extra £1. Buying a film will cost between £6.99 and £10.99.