Apple Inc.'s iTunes is speculated to announce the availability of movie rental via its online music store, Think Secret website reported.

It is said that Apple is in talks with Walt Disney Co., Universal Studios, Paramount Pictures and Warner Bros.

It is believed that in order to combat piracy the movies may contain a kind of time stamp to restrict playback or a number of playbacks.

Earlier this year media analyst company Points North Group released a study that found consumers prefer ad-supported content over a fee change. It is not known whether the predicted movie rental service through iTunes will contain ads. The Points North Group found that 62 percent of consumers who missed a TV show would prefer getting it for free with commercials versus 17 percent who would pay $1.99 without commercials.