David Watanabe posted a screenshot to Flickr which reveals that Apple may be working on Movie Rentals in iTunes.
He was reporting a problem in iTunes and the pop-up menu listed a number of possible problems. These included:
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Apple has been rumored to be in talks with Hollywood studios about launching an online movie rental service. The rumored price was $2.99 for a 30 day rental and would allow films to be moved to at least one other device -- such as the iPod, iPhone or Apple TV.
The target launch for the service was this fall.