One user has discovered that iTunes 7.5 carries resources indicative of forthcoming movie rental and video on demand functionality.
rental-content rental-bag rbsync source-rental-info dest-rental-info getvodaccountselectionlist GET VOD ACCOUNT SELECTION LIST supportsRentals
While MacRumors can certify that the strings specified are indeed new as of iTunes 7.5, the jury is still out as to whether they mean anything significant. Previous resource string discoveries have indicated native iPhone and AppleTV games, neither of which have come true (yet?).
Nonetheless, an incident occurred in September where Apple's iTunes problem reporting system revealed movie rental options. Apple has been rumored to have been in talks with Hollywood studios in regards to an online service that would launch this fall.
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