Apple introduces new Apple TV software and iTunes Movie Rentals

January 16, 2008 – Apple introduced new software for Apple TV at the Macworld event which kicked off yesterday in San Francisco, as well as announcing price cuts for the Apple TV device and introducing the iTunes Movie Rentals store, for which Apple has formed agreements with all six major Hollywood studios.

During his eagerly awaited annual keynote presentation, CEO Steve Jobs also presented the new MacBook Air, a new lightweight MacBook just 0.76 inches (193 mm) at its thickest point, a wireless backup system called Time Capsule, and new software for the iPhone.  The new Apple TV software enables users to download films directly from their TV via a wireless Internet connection, without the need for a computer, and will offer over 1,000 titles by the end of February 2008, including over 100 high-definition titles.  iTunes Movie Rentals will cost $3.99 for library titles and $4.99 for new releases.

“With the new Apple TV and iTunes Movie rentals, movie lovers can rent DVD-quality or stunning HD movies from their couch with just a click of a button,” said Mr. Jobs.  “No more driving to the video store or waiting for DVDs to arrive in the mail.”

Customers will have up to 30 days to start watching the film, and once the title has started customers will have 24 hours to finish it, or watch it multiple times.  Purchases downloaded to Apple TV will be automatically synced back to iTunes on the user’s computer for enjoyment on the PC screen, all current generation iPods or the iPhone.  The new Apple TV software will be available as a free download to all Apple TV customers later this month.

iTunes Movie Rentals will only be available in the US to begin with, although Mr. Jobs said in his presentation that Apple is: “dying to get this international as well”, adding that it will be available worldwide later this year.

Apple TV will be available for the new price of $229 for the 40GB model and $329 for the 160GB model.