In his article, Smith turns to Netflix as the road to success. Here’s a little scenario that I can imagine and would love to become reality:
For $10–12 a month, your Apple TV gives you total access to the entire iTunes Store. You get all the new movies and TV shows right after they air, and you can watch them as many times as you want. No more rental rules and restrictions. You still have the option to purchase these titles and keep them in your personal iTunes library, but your monthly fee just lets you stream those titles whenever you want.
It makes perfect sense to me for Apple to do this. Just like they did with iTunes and music, they created a music streaming service to stay with the competition – I can see them doing the same for movies and TV shows. Especially with rumors of a new version of the Apple TV coming, this could very well be one of the features..