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Apple enhances rental attraction: $0.99

Very, very nice. Apple has undergone some criticism over some aspects of their iTunes movie rental "service" since it was announced. We were among the first to hate the 24-hour limit, but loved the idea overall.

Since then, Apple has introduced some $0.99 rentals. That's a fraction of the $4.99 HD rental price, and the $3.99 price for new releases. This is bound to do amazing things for Apple in general and the AppleTV in specific. Brilliant.

Even better, apparently, the viewing window has been extended for the $0.99 rentals. The $0.99 rentals will be announced on Thursdays. Users will have until the following Monday to watch the film. Five days. Nice.

iTunes Store rentals will be the biggest thing for Apple in 2008, in my opinion. Think of it as grease for the iPod, iPhone and AppleTV's (and to a lesser degree Macintosh) wheels.

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