The Internet is abound with rumors of Apple's impending foray into the online movie distribution game. According to Apple Insider the rumors were set off by a survey Apple sent out about a potential offering. Apple would be rolling the movie offerings into ITunes.
The Apple Insider spells out the details of the survey which seemed to be targeted at sussing out pricing models. The two major options seem to be a rental option and a purchase option. In the rental mode you can download a flick for $9.99 and it's good for a month. The purchase option will have Apple charging $12.99 for an outright purchase that you cannot burn to DVD, but that you can move from ITunes device to ITunes device.
I think the rental option is a bit too pricey to work, but I really like the purchase option. --Terrence Ryan