An iTunes movie Store soon ?

According to Variety.com, Apple iTMS activities could include full-length movies as soon as the end of this year. Apple is reportedly negociating the retailing price with the studios. Steve Job wants to go for the one price for all $9.99, but the majors would rather set prices themselves, based on each movie's popularity. It was the same story with music, safe for the experience the majors have got with dealing with Apple. And now they're adamant on getting prices ranging from $10 to $20.
While these are only rumors, the mere fact that all post-iBook Macs are able to play HD and H.264 is indeed a good indication of their credibility.
Now if Apple embarks on that road, they will have to face the thorny problem of providing enough bandwith to deliver data content 50 to 100 times as big as an audio CD. Of course customers will never accept waiting for days to download the movie they've purchased. A solution could be for Apple to implement its own iTunes embedded P2P network. Such a network would use the resources of all customers to speed up downloads. Technical feasability benefits from the fact that Apple controls both hardware and software.
Even more interesting is the prospect of the iPod that will be designed to play these films. As was the case for online music a few years ago, the popularity of feature films on sales on the iTMS will indeed be intermingled with that of the portable device proposed to display them.