Apple has launched iTunes movie rental service in iTunes. You can buy or rent and download your movie online.
iTunes movie rentals are £2.49 for library title rentals and £3.49 for new releases, and high definition versions are priced at one pound more. You have up to 30 days to start watching it, and once a movie has been started customers have 48 hours to finish it.
Buying a movie costs £6.99 for library title purchases and £10.99 for new releases.