I have to agree with what Steve Jobs said years ago when grilled about song subscriptions and the possibility of an iTunes Movie Store. People will listen to a song they like hundreds of times over their life, so owning your songs makes sense over subscriptions. Few movies get watched more than a couple times, so owning them doesn't make as much sense as renting.

Obviously there is a market for owning movies, since DVDs are a big market, but I do think Apple will have much greater success renting movies through iTunes. Once everyone gets FiOS. All I'm asking for is NetFlix without the snail mail.