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Reports that Apple has agreed to pay a wholesale price of $15 per movie to 20th Century Fox could mean that the your favorite films in the iTunes store could be gearing up for a price hike.
With the new price nearly on par with that of retail DVD's, it's hard to imagine consumers flocking to the already lack-luster movie section of the iTunes store.
Of course, this deal could be a sign that Apple is finally unveiling it's iTunes rental store. Apple has to realize that customers will balk at paying the same price for a DRM-laden file that they would for a DVD. Renting a movie from the iTunes store via the Apple TV or within iTunes using the Netflix-type model would make more sense to consumers. Rent three films at a time and when one is deleted the next film in your queue downloads.
Is the $15 price tag a new licensing fee? Or have the studios found another way to shoot themselves in the foot. Let's hope there is more to this deal than meets the eye.