More news is leaking out about Apple's plans to bring iTunes to the cloud, as NewTeeVee picks up on the company's plans to offer streaming television shows for rent. Unlike the current iTunes model, where users can purchase standard definition and HD versions of shows, download them and watch them as many times as they like as long as they want, Apple's iTunes rentals would provide users the ability to rent at a lower price but only allow viewing within a 30-day window. Once a user started watching the content, they would have 24 hours to finish viewing.
It's a plan that looks similar to Hulu's recently announced plans to offer streaming broadcast television content for a monthly subscription. Apple's TV plans, should the rental offerings be the same as the current fare on iTunes, will offer broadcast options in addition to many cable programs that aren't featured on Hulu.
The table for the next stage of online video viewing is beginning to be set. It's going to happen in the cloud and Internet connected tablets, phones, set-tops and televisions will be the main content viewing platforms - not computer screens.