30-days Movie Renting on iTunes Store?

We have now the proof that the iTunes Store is ready to offer a movie renting service.
According to the Financial Times, Apple is on track to launch this offer next winter. The target price would be US$2.99 for renting a movie for 30 days.
The price as well as the time frame allowed for watching the movie should attract many customers. But, one would have to expect Apple to improve resolution quality of the video currently offered on iTunes Store, in order to get a DVD-equivalent quality level, and why not HD video 720p. It could also boost Apple TV sales.