At the moment, you have to wait months for the latest Hollywood blockbuster to be available to rent, but that could soon change. According to a report, Apple is in talks with Hollywood studios in order to get priority access to films.
If the deal comes off, it could mean iTunes gets the films just two weeks after their cinema release.
21st Century Fox, Warner Bros. and Universal Pictures have all confirmed they are considering letting their films be rented for home viewing after such a short time.
But it'll cost a pretty penny. A new release is expected to cost between $25 and $50 (£20 to £40). That's just for a rental, remember, so you won't be able to own it.
It's far from a done deal. iTunes is only one possible partner, according to the report's sources, so we could see more companies offer the same service at the same time or soon after.
Cinema attendances and home rental figures have been stagnant in recent years, so this would bring some much-needed revenue to Hollywood. And it would mean we get to see films sooner in the comfort of our own homes.
The question is, would you be willing to pay that much?