Apple just announced the availability of more movies in the Apple iTunes Store, many on the same day as the DVD release. It shows the studios may finally be loosening their grip on digital downloads. But despite this great news, I won’t be handing Apple any more money than before.

It basically comes down to one thing: I no longer want to purchase movies. I recently divested myself of the majority of my DVD collection. I and and others ranted about this before - rentals are the way to go.

For me, the proof is in the reciepts - as of this date the only iTunes video content purchased has been Battlestar Galactica Season 3 and Greys Anatomy, both TV shows not on DVD at the time. As for movies, all have been rentals - mostly the weekly 99 cent specials (The Hours, Escape From Alcatraz, Soul Plane, Ronin, Bulletproof Monk, A Guy Thing, Bandits) but I did pay full rental price for a few ( Wargames, Star Trek II, Beauty Shop and Across The Universe). That’s a fair amount of dollars for rentals and absolute bupkis for purchases.

I also feel Apple’s rental selection leave much to be desired, especially in comparison with NetFlix.

So although I appreciate the gradually relaxing fist of the studios, this announcement won’t have me buying movies from Apple. Instead, I eagerly await the press release swapping the word “rentals” for “purchases.”

Disclosure: I own a tiny amount of Apple stock.

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