The AppleTV as a Video on Demand box

PaidContent.org is pointing to FT.com and WSJ.com (subscription required) about Apple’s discussions with Hollywood studios leading to a “rental” version of iTunes movies that would be priced at $2.99 for a 30-day usage of a movie on up to two devices.

Last night, my daughter and I were using the movie trailer feature on Apple TV when I observed how similar it is to the Comcast on-demand service — except with the AppleTV, the trailers are being streamed from the Internet via wifi access to the web. While the articles in FT.com and WSJ.com are focused on the iTunes distribution channel, it would seem to me that studios that are reluctant to distribute some rental-DRM version of movies through iTunes may be more comfortable w/ an AppleTV, boxtop on-demand service.

I’ll be happy to see a rental service via iTunes, however, I’m wondering if the “video on demand” discussions taking place are being interpreted wrongly by those who want it to be something more than it is.