Apple needs to compete with the likes of Netflix, etc also. Netflix is still the most convenient movie rental solution. If I didn't live in Switzerlnad, I'd still use it.

The 24hr limit is ridiculous. I hate feeling pressured to watch a movie. It should be relaxing and enjoyable. Even Blockbuster allowed three days in their early days. Why is Apple trying to go backwards with everything?

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Apple doesn't care how long they let you keep a movie. restrictions are imposed by the content owners (MPAA) and must be enforced by Apple.

@rgray - it's a matter of convenience.. nobody is forcing you to rent everything through itunes, and itunes is not closing down your corner store. i will never rent a movie from anyone online, but it's nice to have the option. people pay 3-5 bucks to watch a movie immediately via satellite/cable.. this is no different.. even the cable companies impose restrictions (all day ticket is still 24 hours, sometimes less, because their "day" ends at 6AM - you buy the all day ticket, @10PM - it still expires @6AM, not 10PM like you'd expect.

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