At the end of 2016 it was reported that Apple is in talks with several production companies about the possibility of early rental of new movies through iTunes. In Cupertino want to place Hollywood blockbusters in digital store in a few weeks after showing in cinemas.

Apple recently held talks with Warner Bros, who offered to share movies in 17 days after the premiere. At the beginning price of the film  is $ 50. Other studios such as Universal and Fox, are inclined to reduce the cost, but the more prolonged the delay.

Most iTunes subscribers prefer watching a movie at homeso distributors may lose some revenue. It is clear that this feature will cost dearly.

Currently Fox and Warner Bros offer rent for $ 30 per film in 30-45 days after the picture in theaters. Universal Company also holds a period of 20 days. Lionsgate, Paramount, Sony and other studios are also involved in negotiations with Apple. Note that Disney refused to discuss the possibility of early rental.