Apple Negotiating to Offer Rentals for Movies Still in Theaters, but at a Price

Apple wants to bring new movies to iTunes more quickly, and is in talks with several film studios over rights that would allow it earlier access to content, reports Bloomberg.

Warner Bros, Universal Pictures, and 21st Century Fox are all seeking deals to offer higher-priced rentals of new movies as soon as two weeks after they debut in theaters, and the studios are said to be considering an offer from Apple.

itunesmovies
Like Apple Music exclusives, access to earlier releases could draw more people to Apple's platform, but encryption is said to be a concern. Studios aren't sure whether iTunes will be a secure platform for showing movies that are still in theaters, because content can be recorded and leaked online.

The most recent talks are part of longer-running efforts by Cupertino, California-based Apple to get new movies sooner, two of the people said. Such an arrangement could help iTunes stand out in a crowded online market for movies, TV shows and music. While the iTunes store helped Apple build a dominant role in music retailing, the company hasn't carved out a similar role in music and video streaming.

Most major movies that debut in theaters are not available on iTunes and other streaming platforms for a period of 90 days, but film companies are said to be looking to expand beyond theaters to find new revenue streams.

At least one option studios are considering involves a $25 to $50 fee for a new rental, which is potentially more affordable than a movie theater ticket depending on how many people are watching a film.

No deal has been established as of yet, and it's possible the film studios could decide to offer the rights to a competing company.

Related Roundup: Apple TV
Buyer's Guide: Apple TV (Don't Buy)

Popular Stories

iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 14 New Features

Friday July 4, 2025 1:05 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are just over two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:Apple logo repositioned: Apple's logo may have a lower position on the back of the iPhone 17 Pro models, compared to previous...
iphone 16 pro models 1

Here's How the iPhone 17 Pro Max Will Compare to the iPhone 17 Pro

Saturday July 5, 2025 1:00 pm PDT by
Apple should unveil the iPhone 17 series in September, and there might be one bigger difference between the Pro and Pro Max models this year. As always, the Pro Max model will be larger than the Pro model:iPhone 17 Pro: 6.3-inch display iPhone 17 Pro Max: 6.9-inch displayGiven the Pro Max is physically larger than the Pro, it has more internal space, allowing for a larger battery and...
iPhone Car Key Kia

Here's Which Vehicles Offer iPhone Car Keys

Sunday July 6, 2025 3:03 pm PDT by
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further. Apple has a web page with a list of vehicle models that ...
imac video apple feature

Apple Launching These 15+ Products Later This Year

Sunday July 6, 2025 8:05 am PDT by
The calendar has turned to July, meaning that 2025 is now more than half over. And while the summer months are often quiet for Apple, the company still has more than a dozen products coming later this year, according to rumors. Below, we have outlined at least 15 new Apple products that are expected to launch later this year, along with key rumored features for each. iPhone 17 Series iPho...
iOS 26 Feature

Everything New in iOS 26 Beta 3

Monday July 7, 2025 1:20 pm PDT by
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July. Transparency In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro to Reverse iPhone X Design Decision

Monday July 7, 2025 9:46 am PDT by
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year. In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
iphone 17 pro render majin bu

New iPhone 17 Pro Renders Highlight Apple Logo and MagSafe Design Changes

Sunday July 6, 2025 8:43 pm PDT by
New renders today provide the best look yet relocated Apple logo and redesigned MagSafe magnet array of the iPhone 17 Pro and iPhone 17 Pro Max. Image via Majin Bu. Several of the design changes coming to the iPhone 17 Pro model have been rumored for some time, such as the elongated camera bump that spans the full width of the device, with the LiDAR Scanner and flash moving to the right side. ...
Prime Day 25 Feature Warm Triad

The Best Early Prime Day Deals on Apple Products

Saturday July 5, 2025 7:22 am PDT by
Amazon is soon to be back with its annual summertime Prime Day event, lasting for four days from July 8-11, the longest Prime Day yet. As it does every year, Prime Day offers shoppers a huge selection of deals across Amazon's storefront, and there are already many deals you can get on sale ahead of the event. Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a ...
airpods pro 2

AirPods Pro 3 to Help Maintain Apple's Place in Earbud Market Amid Increasing Low-Cost Competition

Thursday July 3, 2025 7:25 am PDT by
Apple's position as the dominant force in the global true wireless stereo (TWS) earbud market is expected to continue through 2025, according to Counterpoint Research. The forecast outlines a 3% year-over-year increase in global TWS unit shipments for 2025, signaling a transition from rapid growth to a more mature phase for the category. While Apple is set to remain the leading brand by...

Top Rated Comments

Babu Life Avatar
112 months ago
$50 dollars for a rental? i guess thats courageous too
Score: 38 Votes (Like | Disagree)
aristobrat Avatar
112 months ago
Even if folks can't decrypt the iTunes encryption, I bet the quality of the "cam" bootlegs will dramatically increase. :)

If it's in the $20-$30 range, I'd be willing to pay for this. I'd much rather watch a new release at home than in the theaters around where I live.
Score: 22 Votes (Like | Disagree)
ProjectManager101 Avatar
112 months ago
We should start by having movies worth watching.
Score: 21 Votes (Like | Disagree)
rammes Avatar
112 months ago
so we get a hd rip within two weeks? I wonder if the studio's take that risk
Score: 17 Votes (Like | Disagree)
ThaRuler Avatar
112 months ago
This is proof the Apple Watch is a flop
Score: 17 Votes (Like | Disagree)
eternlgladiator Avatar
112 months ago
They should have a movie subscription pass. I've got a movie pass for a cinema in the U.K. It's £18 month. Why not just extend that to digital showings? Oh that's right, because they cinemas would complain they aren't extorting people for money when they buys drinks or popcorn.
They aren't extorting people. The theater makes very little money on the movie tickets sold and has to make a large majority of their profits with concession sales.
Score: 17 Votes (Like | Disagree)